The LCBO (Liquor Control Board of Ontario) is a government-owned corporation that controls the sale of alcohol in the Province of Ontario, Canada. Despite being a monopoly, there is still a need to market to the consumer. The challenge of 'Shake It Up' was simple: remove the barriers associated with cocktails by promoting the concept of 'ease' across all communication channels in a holistic way, beginning with the web. The web environment was themed around 'cocktail culture'. It used simple animation, motion graphics, a cool illustrative style and sound, as well as tons of content and drink-making tools.