Ice hockey is Canada’s sport. But for new Canadians wanting to immerse themselves in Canadian culture, it’s difficult to follow a sport that’s incredibly fast paced. And ice hockey has a vernacular all of its own that sometimes even Canadians struggle with.

For the 350,000 people who immigrate to Canada each year, ice hockey is a way to connect with their new communities, and the federal government even lists ice hockey and beer as Canadian cultural insights for those new to Canada.

Molson Beer is one of the nation’s best-loved beers and through the decades always strive to bring people together over all things Canadian, and we an opportunity to help.

Canada sits down every Saturday night at 7pm to watch ‘Hockey Night In Canada’, a national television broadcast that plays out the biggest NHL ice hockey game of the week, with commentary in Canada's two official languages, English and French.

It’s an iconic show that has been broadcasting for 69 years. It was the perfect place to introduce new Canadians to the esoteric joy of our national sport, we just needed to make it accessible.

Introducing Molson Canadian Hockey Night In Canada – Multilingual Edition. We would broadcast Canada’s game in seven new languages simultaneously and treat new Canadians to the sounds of Canada’s game in the language of their choosing – something never previously done.

We created commentaries in Arabic, Cantonese, German, Hindi, Mandarin, Tagalog and Vietnamese, as these are Canada’s seven most-spoken languages (after English and French) in the Canadian cities with an NHL team.

We invited passionate ice hockey fans from each culture to become the voice of their communities and updated Hockey Night In Canada’s iconic 60 year-old logo with different language versions to make it more inclusive.

We used Spalk’s Virtual Sportscasting Studio and Talent Marketplace to provide the required technology and experienced ice hockey commentators from around the globe to help customise the viewing experience for each individual language.

This campaign marked ice hockey history, as Canadians from all walks of life heard their beloved game in seven new languages simultaneously.

To commemorate the moment, we launched limited edition Multilingual Molson Canadian beer cans in stores, and even created an ice hockey language translator to make the game more accessible.

Canadians took notice, with national conversations taking place around ice hockey and inclusivity on TV, newspapers and social media.

The campaign generated 79.4 million earned impressions – enough for every single Canadian to potentially see the campaign.

On game night itself, 1.1 million Canadians tuned in for the Multilingual broadcast, and 23.8% BIPOC Canadians were aware of the broadcast.

Canadians of Legal Drinking Age increased their positive impression of Molson Canadian by 11 points during the campaign, and consideration rose by 15 points.

Molson have committed to growing the Multilingual programme in the coming seasons. Because Molson Canadian means ice hockey - in every language.