In May, Rethink and Canada’s oldest brewery, Molson, set out to redefine the brand’s I AM CANADIAN rally cry – not by telling Canadians what it means, but by handing them the tools to do it themselves.

The partners hid disposable cameras across the country and made them available online. Hundreds of Canadians captured the moments, places and people that define their lived experience – from skateboarding an abandoned pool in Halifax, to sharing a kiss with a fish in Québec–that define the lives of those from Coast to Coast.

Now, for Canada Day, the partners have turned those unfiltered moments into a new national portrait, Made By Canadians. The film celebrates what makes Canada so special – the people, the moments, and pride in their country. Molson has long been a voice telling Canada’s story. It did so 26 years ago when “Joe from Canada” stood on a stage, decked out in plaid, to deliver what would become a national rally cry. Now Canada isn’t defined by a by a single version of what “Canadian” looks like. So instead of speaking for Canadians, Molson gave them the opportunity to show it by handing them the lens.

Jordan Darnbrough and Nick Noh, creative directors, Rethink, noted, “In traditional advertising, we always look for a perfectly framed and styled shot. But by handing Canadians the camera, we traded control for moments that we could have never have expected or planned. Things like someone mooning the camera, or seeing parts of Canada that we don’t typically see on our television screens. All complete with the perfect imperfections that come with using a disposable camera–like a thumb over the lens, or someone caught mid-blink.”

 

The film is set to the familiar Canadian classic, Lost Together by Blue Radio, underscoring a feeling that runs through every frame – Canada’s story is best told by the people who live it. Each moment is distinct but connected by a shared sense of belonging.

Made By Canadians is running on linear TV, CTV, cinema, OLV, social, digital and OOH.

Eric Kouri, marketing director, Molson Trademark, commented, “Made By Canadians is an authentic look at the moments–big and small–that reflect the lived experiences of real Canadians. It’s a celebration of the people, the communities, and the everyday connections that bring us together–those shared moments that quietly shape who we are. These are the moments Molson has been proud to stand alongside, and will continue to stand alongside, for generations to come.”