2022 Winner

Drinking from the Stanley Cup is a dream for most Canadian hockey fans, but it’s a tradition reserved for Stanley Cup winners. To help make that dream a reality, Molson Canadian partnered with the NHL and Hockey Hall of Fame to pass its beer through the Cup at its brewery, then bottle it to create a limited-edition batch. Sportscaster Ron MacLean provided an introduction on Hockey Night in Canada before a viewing of the TV spot by Rethink. Brad May and Willie Mitchell were also enlisted to share their memories of winning the Cup with media outlets. The broadcast during Hockey Night earned over three million impressions within the first 24 hours. After that, the campaign reached nearly 15 million in earned media impressions from 194 placements, with an additional 5.1 million online video impressions and 4.2 million paid social impressions from NHL alumni content. Over one million bottles were sold across the country.

Credits

Client: Molson Canadian
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Creative Director / Head of Art: Joel Holtby
Creative Director: Dhaval Bhatt
Copywriter: Mike Dubrick
Art Director: Joel Holtby, Joel Arbez
Designer: Brandon Methner
Secondary Designer: Jake Lim
Chief Strategy Officer: Sean McDonald
Strategist: Nicole Rajesky
Producer: Olia Dallimore
Production Company: Revolver Films
Luc Frappier, Executive Producer
Mark Bone, Director
Craig Fleming, Line Producer
Editorial: School
Executive Producer: Yumi Suyama
Editor: Lauren Horn
Assistant Editor: Fiona Alvarez
Colour/ VFX: Alter Ego
Senior Producer: Jane Garrah
Colourist: Eric Whipp
Jr VFX Artist: Sebastian Boros
Audio House: Vapor Music
Executive Producer: Lindsey Bates
Creative Director: Ted Rosnick
Sound Designer: Kevin Chamberland
Group Account Director: Karim Tubbeh
Account Director: Tori Zenko
Account Manager: Megan Christopher
Account Manager: Jessie Durand
Vice President, Resource Centre & Curator - Hockey Hall Of Fame: Phil Pritchard
Media: Wavemaker
Strategy Manager: William Hart
Strategy Director: Jared Aldridge
Manager, Media: Peter Forde
PR: Citizen
Senior Director: Joe Cariati
Account Director: Jayne Cassidy
Account Manager: Natalie Gardner
Senior Account Executive: Jake Pare
Account Manager: Jennifer Nagy
Social Media: Volt
Account Manager: Georgina Sahota
Community Manager: Eric Zaworski
Social Strategist: Emma Cunningham
Business Director: Kristine Kobe