You go to a party, you bring a 12-pack of beer, and because your beer-guzzling friends can’t keep their paws away, you get to savour only one of them – just one! Bensimon* Byrne D’Arcy feels your pain. That’s why they’ve created a new billboard campaign featuring ways you can protect your coveted Molson Canadian – from installing a video camera in your fridge, to handcuffing a six-pack to yourself.

‘Molson [Canadian] is a desirable beer, so much so that you want to protect it in some way,’ says Glen Hunt, CD for Toronto’s Bensimon*Byrne D’Arcy. Hunt says there are a variety of messages that Molson Canadian has conveyed in previous campaigns – from patriotism to masculinity – but for this one, it wanted to focus on the product’s quality.

The billboards have been posted since the beginning of August in Windsor, Ont. and will be rolled out to other markets across Canada. The campaign seeks to attract Canadian males in the 19-to-24 age group, but Hunt says it also targets American beer drinkers, since Windsor is a hotbed for U.S. tourists.

There are currently three executions of the billboards, but Hunt says they may pursue more, so that Molson has a roster to choose from. The billboards are companion pieces to the current TV spots, also by Bensimon, that feature a man walking and swimming across Canada to get a case of his precious Molson Canadian.

Credits

Client: Molson Canadian

Agency: Bensimon*Byrne D’arcy

Creative Director: Glen Hunt

Art Director: Nathan Monteith

Copywriters: Joe Musicco, Tom Greco

Photographer: Michael Graf

Account Supervisor: Chris Perron

VP Group Account Director: Brian Jamieson