2022 Winner

To distinguish itself among hockey sponsors, compel fans to reach for its beer and make the sport more inclusive, Molson Canadian – in partnership with Sportsnet – broadcasted Hockey Night in Canada in seven additional languages. A first in hockey history, Molson Canadian and Sportsnet’s campaign consisted of a co-branded TV spot, as well as digital and social placements, directing people to the site where two NHL games would stream in Cantonese, Mandarin, Hindi, Vietnamese, Tagalog, German and Arabic. Multilingual versions of Molson Canadian’s 60-year-old logo and beer cans were also created. With the help of PR and paid media, the campaign surpassed the earned impression goal by 254%, obtaining 32 million across paid channels and 55.5 million impressions across earned and sponsored media. The multilingual broadcast site attracted 31,000 visitors over the campaign period, with over 14,000 visitors from across Canada tuning in on game day. Tailored media pitching in each language helped spread the news across ethnic channels, and achieved 23.8% awareness among BIPOC communities.

Credits

Agency: Rethink
Client: Molson Canadian
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art & Creative Director: Joel Holtby
Creative Director: Dhaval Bhatt, Jamie Marcovitch, Allan Topol
Art Director: Shawn James, Dorota Pankowska
Writer: Irfan Khan, Geoff Baillie
Designer: Erin Struble
Chief Strategy Officer: Sean McDonald
Strategist: Nicole Rajesky
Producer : Todd Harrison
Digital ACD: Alex Fleming
Production Company: Sportsnet
Group Account Director: Karim Tubbeh
Account Director: Tori Zenko
Account Manager: Megan Christopher
Account Manager: Jessie Durand

Media: Wavemaker
Alice DiGiovanni, Group Account Director
William Hart, Strategy Manager
Jared Aldridge, Strategy Director
Peter Forde, Manager, Media

GroupM: Sport and Entertainment
Jim Kozak, Senior Vice President
Kyle Morrison, Associate Director

PR: Citizen
Joe Cariati, Senior Director
Natalie Gardner, Account Manager
Jake Pare, Senior Account Executive
Kate Dresser, Account Executive
Alicia Oliveri, Account Executive

Social Media: Volt
Kristine Kobe, Business Director
Georgina Sahota, Account Manager
Eric Zaworski, Community Manager
Emma Cunningham, Social Strategist

Sportsnet
Matt Boyd, Manager, Digital Sales Development
Brian Jones, Manager, Client Services
James Johnston, Sr. Manager, Client Services
Joel Darling, Director, Production - CBC
Derek Normandin, Manager, Development
Eddie Khang, Manager, Digital Development
Amanda Ramondino, Campaign Lead, Commercial Integration
Dan Kim, Sr. Manager, Operations
Meghann Cox, Manager, Communications