Happy Hours have become somewhat predictable; an offering expected of a restaurant and bar rather than an experience that’s sought out. So, Milestones decided to shake up their Happy Hour and, through a partnership with one of the most globally talked-about spirit brands, Ryan Reynolds’ Aviation Gin, introduce a Happier Hour.
The Happier Hour program is anchored by a new menu featuring Milestones favourites, as well as new dishes and drinks offered at friendly prices during select hours of the day. Two standouts are their new Aviation-based cocktails. The Mile-high Bellini, a twist on a Milestones’ signature drink made with Aviation for $6, and the Smooth Landing, a traditional Collins-style cocktail made with Aviation, Aperol, lemon and soda for $7 during Happy Hour.
Happier Hour will launch with a trio of videos on digital and social channels that feature a pair of ‘stunt hands’ doodling on a Milestones bar coaster. The hands are accompanied by stream-of-consciousness narration from Aviation Gin owner Ryan Reynolds, as he ponders how much happier happy hour can be with the addition of his very own gin.
In addition to featuring Ryan Reynolds’ voice, the spots star a set of “stunt hands” that belong to long time Reynolds collaborator Mutant 101. Known globally for, among other things, his work on Marvel’s Deadpool franchise, Mutant 101 contributed original sketches and illustrations that were shot live in-studio for each of the three launch videos.
“Aviation has had a presence on our menu since we listed ‘The Ryan Reynolds’ martini last year, so featuring the spirit on our Happy Hour menu was an obvious fit,” says Jimmy duDomaine, Vice President, Marketing at Milestones, “but to have the opportunity to work with talent like Ryan Reynolds and Mutant 101 as part of this partnership is a major win for us.”
“Milestones isn’t just a restaurant, it’s a part of the culture for so many Canadians” said Laurent Abesdris, Partner and Creative Director at Juliet Creative, the agency responsible for the campaign, “…so partnering with a cultural icon to help usher in a new and important moment for the brand made perfect sense.”
The ‘Happy Hour Just Got Happier’ campaign will launch October 19th and run until November, encouraging Milestones fans to experience the new Happier Hour.
The campaign will launch in British Columbia and Alberta, followed by Ontario at a later date.
The full Happier Hour menu is available on patios and in dining rooms where current COVID-19 recommendations allow. All Happier Hour food items are available for local takeout nationwide during each restaurant's promotional hours.
Vice President, Marketing / Milestones Grill + Bar: Jimmy du Domaine
Creative Agency: Juliet
Co-Founder, Chief Creative Officer: Ryan Spelliscy
Partner, Creative Director: Laurent Abesdris
Co-Founder, Creative Director: Denise Cole
Business Driver: Joshua Dick
Art Director: Maria José Aria
Copywriter: Rachel Harding
Head of Connections Strategy: Kira Montgomery
Head of Production: Andrew Schulze
Senior Producer: Kristen Neamtz
Production: Tantrum Studio
Director and Lead compositor: Dominik Bochenski
Producer: Rebecca MacKillop
Compositor: Dexter Huizenga
Director of Photography: Jason George
First Camera: Jurek Osterfeld
Audio: Post Revolution