2017 Winner
Molson Canadian
Rooftop Rink
Rethink
GoldOut-of-Home - Experiential/Special Events/Stunts
GoldOut-of-Home - Large-Scale Ambient
GoldPR - Integrated Campaign Led by PR
SilverIntegrated Campaign
SilverPR - Community Building
BronzeDigital - Best Use of Social Media
It’s no secret Canadians love their hockey. And who wouldn’t want to play on the roof of a city skyscraper? As part of its “Anything For Hockey” platform, Molson built a hockey rink on top of a Toronto building, letting the mainstream media run wild with speculation about its provenance before announcing it was behind the stunt. After its reveal, Molson opened it up to a select group of hockey fans to go for a skate. It was so popular that the brand kept the ice frozen for an extra month after its initial end date and let Canadians rent the space.
Creative Directors: Mike Dubrick, Joel Holtby, Aaron Starkman, Chris Staples, Dre Labre, Ian Grais
Art Directors: Vic Bath, Joel Holtby, Nicolas Quintal, Leia Rogers
Writers: Bob Simpson, Mike Dubrick, Aaron Starkman, Xavier Blais, Morgan Tierney, Karine Doucet
Digital Designer: Alex Fleming
Print Producer: Narine Artinian
Studio Artist: Michelle Kennedy
National Director of Strategy: Maxine Thomas
Director of Digital Strategy: Darren Yada
Director of Amplification: Leah Gregg
Outreach Coordinator: Rosa Tang
Digital Analyst: Gordan Zhang, Daniel Riggi
Producer: Laura Rioux
Production Company: Skin + Bones
Director: Michael Lawrence
Executive Producer: Liane Thomas
Line Producer: Rita Popielak
Editor: Marc Langley
Post-Production House: Rooster
Audio Houses: RMW Music, Grayson Matthews
Media Agencies: MEC Canada, Catalyst
Account Managers: Cheryl Munroe, Barrett Holman, Scott Lyons, Alex Lefebvre, Seth Waterman, Haley Kriksic, Daniel Riggi
PR Agency: Citizen Relations
Art Directors: Vic Bath, Joel Holtby, Nicolas Quintal, Leia Rogers
Writers: Bob Simpson, Mike Dubrick, Aaron Starkman, Xavier Blais, Morgan Tierney, Karine Doucet
Digital Designer: Alex Fleming
Print Producer: Narine Artinian
Studio Artist: Michelle Kennedy
National Director of Strategy: Maxine Thomas
Director of Digital Strategy: Darren Yada
Director of Amplification: Leah Gregg
Outreach Coordinator: Rosa Tang
Digital Analyst: Gordan Zhang, Daniel Riggi
Producer: Laura Rioux
Production Company: Skin + Bones
Director: Michael Lawrence
Executive Producer: Liane Thomas
Line Producer: Rita Popielak
Editor: Marc Langley
Post-Production House: Rooster
Audio Houses: RMW Music, Grayson Matthews
Media Agencies: MEC Canada, Catalyst
Account Managers: Cheryl Munroe, Barrett Holman, Scott Lyons, Alex Lefebvre, Seth Waterman, Haley Kriksic, Daniel Riggi
PR Agency: Citizen Relations