Molson Canadian
After declining sales Molson Canadian needed a shot in the arm as it was largely viewed as “my dad’s beer” by young consumers. “Don’t touch Canadian pride, it’s not a hot button” the research said. It’s important to note, the researchers were American, and we didn’t listen to them. The historic I Am Canadian campaign was born. Today the campaign is preserved in the Canadian Advertising Museum.
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Molson Canadian Calendar Print & OOH - GCD/AD/Photographer
The Molson Canadian Calendar was the very definition of all things Canadian. It was unique for a few reasons; It celebrated our rich Canadian history, it marked the first time Molson secured ad space every day for a full year, and it gave Canadians a reason to say "cheers" every day.
Molson Canadian TV - GCD/AD
And finally, The Monkeys.
"An infinite number of monkeys on an infinite number of typewriters” instead of beer-ad stalwarts like babes and hard working guys – inspired new advertising for Molson Canadian." AdAge
"Molson Canadian's latest ads have nailed our schizophrenic national identity. A twist of the screw-cap to the fine and fearless Canuckleheads behind the marketing of Molson Canadian." Marketing
"The important thing is that Molson achieved what every company with any marketing sense aims for – consumer curiosity and involvement." Strategy
"The typing Chimps – a teaser that actually did earn audience buzz – has indeed turned out to be the pilot for the new gravity-breaking Molson Canadian campaign." PlayBack
Playback Top Spots Award with honours for Art Direction and Music
Molson Canadian TV - GCD/AD