Campaign details
Brand: Molson CoorsAgency: RethinkCountry: Canada
Why is this work relevant for Creative Strategy?
Molson was up against a behemoth brand - Budweiser - which had been outspending them exponentially for years, knocking them off the mantle as Canada's #1 selling beer. Knowing we couldn't win on paid scale, paid impressions, or paid media alone, we knew we had to find a way to own a story that no one, especially Budweiser, ever could.
Only through progressive thinking could we challenge our largest competitor and the category's status quo. The creative was a direct...