Molson gave Canada's athletes a well-deserved payday by funnelling money through the people who got them there.
Olympic athletes are notoriously underpaid, but the International Olympic Committee rules forbid the brand from sponsoring the athletes directly.
But there’s no rulebook saying we can’t sponsor their parents. So, we treated them like the world-class athletes they raised through official sponsorships. Not only did they appear in the commercial, but they also did interviews with media, and acted as influencers, creating social content and documenting their trip to the Paris Olympics.
Results & Recognition
13M+
Earned Impressions
Increased athletes' pay by 15,000% more than past Olympics
Most successful Olympic campaign in brand history
