Partake Invites Non-alcoholic Beer Fans to Turn Challenges into Opportunities

Partake, a leading Canadian non-alcoholic beer brand, is rolling out a new brand platform and campaign, 'Make It Happen,' inviting people everywhere to live with 'not a moment wasted.'

Created in collaboration with Toronto agency Hard Work Club, the new campaign combines live-action footage, 2D, and CGI animation to promote Partake's ethos of living life without compromise. 

The new campaign, launching in Canada and the US, aims to empower individuals - especially urban millennials - to balance their busy lives with moments of joy, spontaneity, and achievement. The creative celebrates those who turn challenges into opportunities, whether it's an early workout, a late night out, or pushing artistic boundaries. With low-calorie, non-alcoholic brews, Partake allows people to enjoy life’s pleasures without compromising their larger goals and ambitions. The creative approach, featuring hand-crafted collage-style effects, was intentionally chosen to reflect the 'maker' aspect of the strategy and messaging. 

“Partake’s philosophy is about more than just enjoying a great drink; it’s about having the courage to make the most of every moment,” said Sara Ross, VP of marketing at Partake. “We wanted this campaign to resonate with those who are not just living life, but truly owning it. Whether running a 5K at dawn or creating something extraordinary late into the night, Partake is there to help you make it happen.”

The campaign harnesses the creative energy of vibrant arts scenes. It features a hero video created by Hard Work Club and Studio Feather that showcases entrepreneurs and creatives who embody the brand’s spirit of resilience and exploration. The visual identity is a mix of energetic moments and authentic yet polished portraits of individuals pushing their limits.

“Our audience is really looking to define their own terms, to have a good time while staying true to who they are and what they want to achieve,” said Meghan Kraemer, co-founder and executive creative director at Hard Work Club. “Our campaign and the Partake ethos declares that you can ‘drink for yourself’ and do all the things you set out to, without alcohol holding you back.”  

The campaign runs across Canada and the US through October, leveraging a mix of digital out-of-home, social media, wild postings, and an engaging online presence.