2026 Winner

In a politically charged moment, “Moosehead Presidential Pack” turned national sentiment into a product. Responding to US rhetoric around Canada’s sovereignty, the independent brewery leaned into its identity with a limited-edition crate of 1,461 beers – one for each day of a presidential term. The idea balanced humour with defiance, giving Canadians a tangible way to express pride and participate in the moment. Launched quickly through social and PR, all 10 cases sold out within 24 hours, sparking a waitlist and widespread sharing. The impact extended beyond the stunt, generating more than 168M earned impressions, a 31,400% spike in website traffic and significant gains across awareness, brand perception and market share.

Credits

Conflict:
Jason Last - Partner, Strategy
Niall Kelly - Partner, Executive Creative Director
Leo Gonzalez - Creative Director
Charles Likely - Creative Director
Tamara Staines - Managing Director
Angelica Bennett - Project Director
Isabelle Donnelly - Senior Designer
Emily Albanese - Art Director

Moosehead Breweries:
Trevor Grant - Vice President - Sales and Partnerships
Karen Grigg - Director of Marketing
Elizabeth Harroun - Senior Marketing Manager
Jillian Boyd - Senior Brand Manager
Meaghan Fisher - Assistant Brand Manager
Erin Safford - Assistant Brand Manager - PR & Partnerships

Craft Public Relations:
Lisa Pasquin, President
Laura Brown, Vice President
Brittany Ballentine, Senior Account Manager
Nicole Grossman, Account Executive

Media Experts:
Adrian Gaudet - VP, Client Business Partner
Taylor Guthrie - Group Strategy Director
Sarah Crouch - Group Account Director
Lera Pogorielova - Planning Account Director
Lauren McKee - Director Performance

Production:
Thomas Dagg - Photographer/3D Artist