Molson wins McLuhan Award for Canadian campaign
The Canadian Advertising Museum has given its second annual McLuhan Award to Molson Coors and its agencies for the "I am Canadian" advertising campaign. The award, which is a joint initiative of the museum, the Advertising & Design Club of Canada and the McLuhan estate, is intended to recognize sustained integrated media campaigns that demonstrate how the use of new and traditional media is transforming communications today.
This year's award also recognized MacLaren Advertising, which launched the campaign for Molson in 1994 and managed it until 1999, and Bensimon Byrne, which managed the campaign from 1999 to 2005.
"The 'I am Canadian' campaign has enthralled us, entertained us and inspired us with a sense of patriotism seldom seen in this country," said Doug Robinson, chief creative officer at Doug & Serge and chair of the judging committee.