Molson - Tools
The Molson Canadian “Tools” campaign gave guys tools to "make friends” on their nights out. Fake business cards, fake wallet photos and fake activities stickers to help them appear more sensitive than they might be. Tricky? Yes. Effective? Yes. Molson’s business thrived. This campaign won the $100,000 Kelly Grand Prize. There was also an article done about this campaign in the New York Times, which included one of the fake photos with the caption "fake grandmother." Ironically, the woman in the photo is my real grandmother.