2022 Winner

SilverMulticultural Strategy

Molson Canadian
"Hockey Night In Canada, Multilingual Edition"
Rethink

CASE SUMMARY

Canada is one of the most welcoming and diverse countries in the world. But hockey, its national sport, not so much. Less than 5% of the NHL is BIPOC and 61% of NHL fans identify as white – more than any other major league sport. Not surprisingly, new Canadians were turning to other sports, bringing hockey viewership down 20% in the last decade. And that wasn’t good for hockey, or the unofficial beer of Hockey, Molson Canadian.

To get more Canadians to feel welcome to the game they had to speak to them in their language.

Introducing Molson Hockey Night in Canada Multilingual Edition. For the first time ever, Molson partnered with Sportsnet to broadcast the iconic Hockey Night in Canada in 7 of the most spoken languages in Canada, besides English and French. Passionate fans were recruited from each culture to call games for their communities. Molson even created multilingual cans and hockey lingo translators
to help new fans get into the game.

Live NHL broadcasts were translated into Hindi, Tagalog, Vietnamese, Cantonese, Mandarin, German, and Arabic. The campaign garnered 79,400,000 impressions and 1.1 million game day views.

Credits

Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Head of Art & Creative Director: Joel Holtby
Creative Director: Dhaval Bhatt, Jamie Marcovitch, Allan Topol
Art Director: Shawn James, Dorota Pankowska
Writer: Irfan Khan, Geoff Baillie
Designer: Erin Struble
CSO: Sean McDonald
Strategist: Nicole Rajesky
Producer: Todd Harrison
Digital ACD: Alex Fleming
Production Company: Sportsnet
Group Account Director: Karim Tubbeh
Account Director: Tori Zenko
Account Manager: Megan Christopher
Account Manager: Jessie Durand

Client:
Joy Ghosh, Marketing Director, Molson & Global Brands Canada
Katie Rankin, Senior Marketing Manager – Molson TM & Miller TM
Brian Collins - Sr. Manager, Sports & Entertainment Partnerships
Brittany Harris - Marketing Manager, Consumer Experiences + Partnerships
Madison Desousa - Assistant Marketing Manager, Molson ™
Jessica Vieira Teixeira - Manager, Brand Public Relations

Media: Wavemaker
Alice DiGiovanni, Group Account Director
William Hart, Strategy Manager
Jared Aldridge, Strategy Director
Peter Forde, Manager, Media

GroupM: Sport and Entertainment
Jim Kozak, Senior Vice President
Kyle Morrison, Associate Director

PR: Citizen
Joe Cariati, Senior Director
Natalie Gardner, Account Manager
Jake Pare, Senior Account Executive
Kate Dresser, Account Executive
Alicia Oliveri, Account Executive

Social Media: Volt
Kristine Kobe, Business Director
Georgina Sahota, Account Manager
Eric Zaworski, Community Manager
Emma Cunningham, Social Strategist

Sportsnet
Matt Boyd, Manager, Digital Sales Development
Brian Jones, Manager, Client Services
James Johnston, Sr. Manager, Client Services
Joel Darling, Director, Production - CBC
Derek Normandin, Manager, Development
Eddie Khang, Manager, Digital Development
Amanda Ramondino, Campaign Lead, Commercial Integration
Dan Kim, Sr. Manager, Operations
Meghann Cox, Manager, Communications
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