Dozens of brands are glorifying the Herculean efforts of Olympic athletes in dozens of campaigns right now. Molson’s Olympics campaign is for someone else, the parents of Team Canada athletes.

Parents of Olympic athletes fly under the radar in usual Olympics campaigns and yet their contribution – including all sorts of sacrifices – is critical to the success of Olympic teams. So Molson is giving nine deserving mums and dads of Team Canada athletes official paid sponsorships.

The paid endorsement deals come with many of the perks that a pro athlete would receive – including contract signings, a starring role in a commercial, documentation of their journey in Paris across Molson’s social media channels…and beer.

Sponsor The Parents’ video and still assets cover OLV, social and connected TV, including CBC Gem, plus local OOH ads in Toronto, Vancouver and Montreal near the parents’ hometowns.

Credits:
Client: Molson Coors Beverage Company
Chief Marketing Officer: Sofia Colucci
Marketing: Leslie Malcolm
Brand Director: Kara Fitzpatrick
Brand Manager: Maddie Gillmeister
Marketing Managers: Kristin Lucente & Thomas Tawaststjerna
Marketing: Larissa Fernandez
Partnerships: Brit Guthrie & Marlie Mclaughlin
PR Director: Maya McDonald
PR: Tiffany Luong
Executive Producer: Lori Estabrooks

Creative Agency: Rethink
Chief Creative Officers: Aaron Starkman & Mike Dubrick
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Group Creative Directors: Robbie Percy & Caroline Friesen
Creative Director: Karine Doucet
Associate Creative Directors: Mat Cruz & Alex Smith
Strategy Director: Crystal Sales
Production Team: Shannon Farrell, Kate A. Spencer, Terri Winter & Katia Dupuy
Studio Manager: Todd Bennett
Business Lead: Shar Khursigara
Account Team: Michelle Corsbie, Jia Cau & Samantha Fabro

Media: Publicis Media
Production Company: Asymetric
Director: Kacper Larski
Director of Photography: Bryn Mccashin
Executive Producer: Evan Landry
Line Producer: Phillip Sywash

Production: Coup & Co.

Editing: Saints Editorial
Editor: Christopher Chiang
Edit Assistant: AJ Lawrence
Executive Producer: Mackenzie Goodwin

Post Production & VFX: Darling VFX
Colourist: Kassi Bellamy
Flame Artist: Alexa Salsberg
Executive Producer: Kristen Van Fleet
Producer: Will Culverwell
Music & Sound: Oso Sound
Executive Producer: Lauren Dobbie
Audio Director: Katie Corbridge
Sound Engineer: Leo Hicks

PR: Rethink Brand Narrative