2025 Winner

When it comes to NHL jerseys, the names of the male players are positioned at the top. But in the PWHL, women’s ponytails often cover their names, making it tough for player recognition in a new league. Molson Coors Beverage Company’s “See My Name” sacrificed Molson’s visibility during games by moving its logo above the jersey number and the players’ names below. Molson, the PWHL’s official jersey sponsor, launched an online video ahead of the jerseys’ debut on International Women’s Day with additional promotion through earned media, organic social, OOH and broadcast segments.

The campaign reached new audiences for the brand, including Gen Z. Total impressions exceeded 2.9 billion, making it the most shared campaign in Molson history. Legendary athletes such as Billie Jean King supported the move on social media. In January 2025, it was confirmed that the redesigned PWHL jerseys would appear in the PWHL’s 2024–2025 Takeover Tour.

Credits

CCO: Aaron Starkman, Mike Dubrick
CSO: Sean McDonald
ECD: Xavier Blais
Group Creative Directors: Robbie Percy, Caroline Friesen
AD / Writer: Rachel LeBlanc, Ryan Cookish
Strategy: Crystal Sales, Clément Martin
Producer: Shannon Farrell, Narine Artinian
Account Services: Shar Khursigara, Jia Cau, Samantha Fabro
Traductrice: Eugénie Lalonde
Head of Brand Narrative: Meredith Montgomery
PR Group Account Director: Matt Milne
PR Account Director: Sara Lemmermeyer
PR Specialist: Kaitlyn Vian, Tara Lush-Benson
PR Coordinator: Sara Zivkovic
PR Influencer Relations: Citizen Relations
Senior Account Director: Jonathan Siemens
Directrice de comptes: Audrey Ann Laurin
Senior Account Manager: Jake Pare
Account Manager: Kristen Strong-Hillier
Production Company: Suneeva
Director / Photographer: Jason Van Bruggen
DoP: Jason Van Bruggen, Matt Bujok
EP: Geoff Cornish
Line Producer: Dolores Salken
Editing: Saints Editorial
Editor: Julie Simmons
Assistant Editors: Justin Arklay, Phoebe Lorimer
Executive Producer: Mackenzie Goodwin
Online: Darling Colour & VFX
Colourist: Kassi Bellamy
Flame Artist: Alexa Salsberg
Executive Producer: Kristen Van Fleet
Audio House / Sound Design & Mix: OSO
Executive Producer: Hannah Graham
Creative Directors: Harry Knazan
Media: Wavemaker
Client Business Director: Mitchell Bird
Associate Media Director: Devon Stephens
Senior Planner: Nick Fogarty
Assistant Planner: Farnaz Mohammadi
Assistant Planner: Jaxx Chomniak
Client:
Chief Marketing Officer: Sofia Colucci
Vice President, Marketing: Leslie Malcolm
Brand Director: Kara Fitzpatrick
Senior Brand Manager: Maddie Gillmeister
Brand Manager: Carlie Lorentz
Partnerships Manager: Brit Guthrie
Partnerships Manager: Marlie McLaughlin
Director of Brand PR: Maya McDonald
Brand PR Manager: Tiffany Luong
APR Brand Executive Producer: Lori Estabrooks