Cannes Lions

ALCOHOLIC DRINK

RETHINK, Vancouver / MOLSON / 2013

Presentation Image
Supporting Content
Case Film
Presentation Image
Case Film
Presentation Image
Supporting Content
Case Film
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Overview

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Credits

Overview

Description

Canadians aren’t known to be overly patriotic, but for Canada’s birthday, we

needed to do something to ignite the passion of Canadians. So we fired up

Canadians by recreating the national anthem in a way no other company could.

We played Canada’s national anthem using nothing but bottles and cans of

Canada’s national beer – Molson Canadian.

Execution

The seed coaster was perfect for Molson Canadian. It allowed the brand to help beer drinkers give back to the environment in a fresh and easy way. By using the coaster we were able to deeply root the idea in beer culture, but at the same time, express a strong and impactful environmental message.

Outcome

The results of the coaster we fantastic. The news of the coaster was picked up by press around the world included top design sites like Trend Hunter, PSFK, Springwise and Design Taxi – generating millions of free media impressions. And the coasters themselves? The coasters let our beer drinkers help plant over one million new trees across Canada.

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