Congrats to our Partner billups for being part of Molson's latest campaign which placed nine amazing Canadian parents in the spotlight, with perks like paid endorsements, starring roles in a commercial, exclusive social media coverage, and, of course, a Molson! Keep reading to discover the creative execution and the campaign's success.

Molson Canadian is reshaping the landscape of sports sponsorship. While traditional sponsorships often focus exclusively on athletes, Molson's "Sponsor The Parents" campaign shifts the spotlight and endorsement deals to the parents of Team Canada athletes, acknowledging their crucial role in supporting their children's athletic careers.

• Advertiser: Molson 
• Creative Agency: Rethink 
• Media Agency: Publicis Worldwide
• Out of Home: billups 

Campaign Overview: Honoring the Unsung Heroes

The "Sponsor The Parents" initiative is Molson's tribute to the parents of Team Canada athletes. This campaign not only celebrates athletic achievements but also highlights the sacrifices, encouragement, and unwavering support that these families provide. Molson is sponsoring nine parents of Team Canada athletes, providing them with endorsement deals that include many of the perks traditionally reserved for athletes, such as paid contracts and starring roles in a campaign commercial. This unique approach underscores the collective effort and community spirit behind every athlete's journey..

Creative Execution and Narrative

In collaboration with creative and media agencies Rethink and Publicis Worldwide, Molson has developed a series of touching ads and content that showcase the real stories of Team Canada parents. Molson also worked with Tribe Partner billups Canada to ensure that the campaign resonated locally; the campaign was placed in cities where the Team Canada athletes  are from and where they trained. Additionally, programmatic targeting of digital boards, including high-traffic out-of-home placements in retail spaces, gyms, and gas stations across Toronto, Vancouver, and Montreal, was used to ensure the message reached a wide audience.

The campaign narratives reveal the emotional and challenging paths families navigate to support their children's dreams. The campaign's centerpiece is a heartfelt video that captures candid moments of pride, struggle, and joy between the athletes and their parents, aligning with Molson's ethos of community and togetherness.

Impact and Reception

"Sponsor The Parents" has been warmly received, resonating deeply with the public and generating significant engagement. The campaign has currently  received over 12MM impressions from earned media. By focusing on the broader context of the athlete's journey, Molson has sparked a wider conversation about the essential role of family support in achieving greatness. This initiative appeals not only to sports enthusiasts but also to a broader audience, emphasizing universal themes of family, sacrifice, and community support.

Here’s to celebrating the unsung heroes behind the athletes and raising a glass to their unwavering support and dedication!