Description
Ahead of Canada Day, the nation's oldest brewery is calling on Canadians far and wide to help redefine one of the most powerful phrases in our national vernacular–"I Am Canadian"–to tell the next chapter of Canada's story.
Molson is inviting Everyone In to share the moments, places and faces that define their Canada by stashing disposable cameras from Coast to Coast. All participants need to do is find a camera or sign up to win one online, fill it with photos, send it back, and their snapshot could become part of a new homegrown national portrait alongside their fellow Canadians.
'Made By Canadians' kicks off with a 0:15 OLV which will run across social and digital, and is supported by OOH and static social.
Photos from the cameras sent back to Molson will be used to create the brand's next spot, which will debut ahead of Canada Day.
The two-part campaign is inspired by the continued surge in national pride, and the increasing number of voices trying to define the Canadian identity. Having been sipped, poured and toasted by Canadians for 240 years, Molson has long been one of those voices. It was 26 years ago that Joe from Canada stood on a stage, decked out in plaid, to deliver what would become a legendary national rally cry.
Today, Molson is stepping off the stage to make room for the people that define who we are now. Because the beautiful thing about being Canadian is that it can't be defined by a single mannerism, personality trait, colloquialism or spokesperson–our homegrown identity is as unique as the millions of people who call this country home.
This professional campaign titled 'Made By Canadians - Phase One' was published in Canada in May, 2026. It was created for the brand: Molson Canadian, by ad agency: Rethink. This 360° medium campaign is related to the Alcoholic Drinks industry and contains 5 media assets. It was submitted about 18 hours ago by Communications Manager: Sara Lemmermeyer of Rethink.
