2024 Winner

CASE SUMMARY

“See My Name” was developed out of a direct response from the inequality in sporting culture. Female athletes are generally less well known than their male counterparts. The culture is centered around male athletes – they get better coverage, play in bigger arenas and have more Fans.

While the interest in women's sporting leagues is growing, they still lack the same visibility and their jersey designs weren’t helping. With Molson sponsoring the space above their numbers, which is typically covered by their hair, their names would now be placed at the bottom of their jerseys, making it easier to be seen. This redesign would allow women hockey players an opportunity to gain much deserved recognition and help to combat these existing disparities.

Female athletes face disparities that lead to less support and visibility. By sponsoring the space above their numbers, Molson sacrificed the visibility of their logo, so her name could be seen.

As the insight centers around an inequality for women, the brand knew the way to increase brand love was to do the opposite of what most brands want to do with their logos – they hid it.

By making the sacrifice that these women have had to make for too long, Molson became the silent hero in a campaign that put female athletes first.

Existing PWHL jerseys of Toronto and Montreal athletes were re-designed to include the Molson logo on top of the player number and made their debut during a game on International Women’s Day. The execution was announced through an impactful OLV, launching days prior to the hockey game.

Owned social, OOH and strategic Sportsnet placements amplified the idea across the media landscape, with earned media helping to spread the message across national and international print, digital and broadcast news outlets.

Molson saw both an increase in sales within 3 weeks since the campaign launch, with retail volume exceeding by 5.8% nationally and +15.2% in Ontario. There has been an increase in brand love, with new consumers finding Molson both locally and internationally.

Overall, the total earned impressions exceeded 2.9 billion with the majority being overwhelmingly positive responses, boosting brand perception and making it the most shared campaign in Molson history.

With the launch of the Everyone In brand platform, Molson has been on a mission to make the brand new again, with a focus on inclusivity. In order to do so, the brand has to look beyond classic beer tropes to make a meaningful impact.

Molson’s strategic insight and leadership inspired new ways to not only talk about the brand’s platform of 'inclusivity', but rather, showcase this in areas that were organically associated with Molson.

As a sponsor of Male Hockey Leagues for over 50 years, when the PWHL began in 2023, the brand also ensured they provided the same empowerment for the female league.

Credits

CCO: Aaron Starkman, Mike Dubrick
CSO: Sean McDonald
ECD: Xavier Blais
Group Creative Directors: Robbie Percy, Caroline Friesen
Art Director / Copywriter: Rachel LeBlanc, Ryan Cookish
Group Strategy Director: Crystal Sales
Strategist: Clément Martin
Broadcast Producer: Shannon Farrell
Integrated Producer: Narine Artinian
Group Business Lead: Shar Khursigara
Account Director: Jia Cau
Account Supervisor: Samantha Fabro
Traductrice: Eugénie Lalonde
Head of Brand Narrative: Meredith Montgomery
PR Group Account Director: Matt Milne
PR Account Director: Sara Lemmermeyer
Public Relations Specialist: Kaitlyn Vian, Tara Lush-Benson
PR Coordinator: Sara Zivkovic
PR Influencer Relations: Citizen Relations
Account Director: Jonathan Siemens
Directrice de comptes: Audrey Ann Laurin
Account Manager: Jake Pare, Kristen Strong-Hillier
Production Company: Suneeva
Director / Stills Photographer: Jason Van Bruggen
DoP: Jason Van Bruggen, Matt Bujok
Executive Producer: Geoff Cornish
Line Producer: Dolores Salken
Editing Facility: Saints Editorial
Editor: Julie Simmons
Assistant Editors: Justin Arklay, Phoebe Lorimer
Executive Producer: Mackenzie Goodwin
Online Company: Darling Colour & VFX
Colourist: Kassi Bellamy
Flame Artist: Alexa Salsberg
Executive Producer: Kristen Van Fleet
Audio House / Sound Design & Mix: OSO
Executive Producer: Hannah Graham
Creative Directors: Harry Knazan
CMO: Sofia Colucci
VP, Marketing: Leslie Malcolm
Brand Director: Kara Fitzpatrick
Senior Brand Manager: Maddie Gillmeister
Brand Manager: Carlie Lorentz
Partnerships Manager: Brit Guthrie, Marlie McLaughlin
Director of Brand PR: Maya McDonald
Brand PR Manager: Tiffany Luong
Brand Executive Producer: Lori Estabrooks, APR
Media: Wavemaker
Client Business Director: Mitchell Bird
Associate Media Director: Devon Stephens
Senior Planner: Nick Fogarty
Assistant Planner: Farnaz Mohammadi, Jaxx Chomni