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Make it Canadian wins Silver at WARC Awards for Media


We are thrilled to announce our win at the WARC Awards for Media, a comprehensive global awards scheme to reward campaigns that have made a positive impact on business results.

Our Molson Canadian: Make it Canadian campaign took home the silver award in the Effective Use of Partnerships and Sponsorships category.

During the global COVID-19 pandemic in 2020, when the beer industry was in chaos, Canada’s oldest brewery demonstrated that the Canadian spirit of inclusivity and support could be shared by anyone – even business rivals. Molson Canadian invited all Canadian beer companies to sell their beer in a special 24 pack to celebrate Canada Day. Share of Molson Canadian beer sales increased by 11% and generated 28.7 million earned impressions – enough for every single Canadian of legal drinking age to see the most Canadian beer case at least once.

Founded in 1786, the company had always been about more than beer; it was about community and connection. We found a way to be relevant in today’s world of choice and local exploration. The media plan was bold and ensured our message could break through to our audience in an engaging and thumbstopping way – from open letters in print to effective digital reach. The campaign was both attributable and effective, surpassing the campaign goals we had anticipated.”


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