Rethink and Molson pick up Clio Sports Grand Prix

The "Hockey Heaven" campaign was the only Canadian work to take a top prize.

Rethink has brought home a Clio Sports Grand Prix for its “Hockey Heaven” campaign for Molson Canadian.

The campaign won Grand Prix in the Product/Service – Social Media category at the awards. As was announced in June, Rethink also won Silver in Events and Silver in Partnerships for the work, for which it teamed up with the NHL to build a hockey rink at high elevation in the Canadian Rockies.

Molson asked Canadians to use the hashtag “#AnythingforHockey” and submit their personal stories on Facebook, Twitter and Instagram for a chance to win prizes, including a trip to the high-altitude rink – a move that increased the beer brand’s social engagement by 350%, according to Rethink.

“I think that just the sheer magnitude and the seemingly impossibly nature of the thing made it stand out in a pretty crowded category,” says Aaron Starkman, partner and creative director at Rethink. “I think when most people have a sponsorship with a major league like the NHL, NBA or MLB, they use athletes and they use the images from that asset, and this didn’t do that. This went a different direction and we went about as far from an NHL rink as you can go – and that was literally to the top of the world.”

Other Grand Prix winners announced last night include TBWA\Chiat\Day Los Angeles’ “Made in New York” spot for Gatorade, featuring baseball star Derek Jeter (which won in the Film category), and Reebok’s “Bacon” packaging, created by Venables Bell & Partners San Francisco to target the CrossFit community, which won in Design.

Forsman & Bodenfors Gothenburg’s work for the United Nations’ World Food Programme also took home Grand Prix awards in Public Relations and Partnerships, Sponsorships & Endorsements.