Made By Canadians

This May, Molson set out to redefine its "I AM CANADIAN" rally cry–not by telling Canadians what it means, but by handing them the tools to do it themselves. Using disposable cameras hidden across the country and available online, hundreds of Canadians captured the moments, places and people that define their lived experience.

Now, for Canada Day, Molson has turned those unfiltered moments into a new national portrait: Made By Canadians. Made By Canadians celebrates what makes Canada so special–the people, the moments, and pride that we have for our country.

The raw and unfiltered snapshots captured by Canadians depict candid and unexpected moments big and small–from skateboarding an abandoned pool in Halifax, to sharing a kiss with a fish in Québec–that define the lives of those from Coast to Coast.

Set to the familiar Canadian classic, Lost Together by Blue Radio, the song underscores a feeling that runs through every frame: Canada's story is best told by the people who live it. Each moment is distinct, but connected by a shared sense of belonging.

As Canada's oldest brewery, Molson has long been a voice that has helped to tell Canada's story. They did so 26 years ago when "Joe from Canada" stood on a stage, decked out in plaid, to deliver what would become a national rally cry.

But today, that story can't be told by one voice, or defined by a single version of what "Canadian" looks like. So instead of speaking for Canadians, Molson gave them the opportunity to show it by handing them the lens. Canadians from Coast to Coast shared big moments, little moments, and everything in between, and together, they created an authentic portrait of a country that truly lives Everyone In.

Made By Canadians will run on linear TV, CTV, cinema, OLV, social, digital and OOH starting on June 18th.