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.

Fake Wallet Photos Print  Role: Art Director   Copywriter: Evan Fry Photographer: Sebastain Gray

Fake Wallet Photos Print
Role: Art Director 
Copywriter: Evan Fry
Photographer: Sebastain Gray

Fake Activity Stickers Print  Role: Art Director   Copywriter: Evan Fry Photographer: Sebastain Gray

Fake Activity Stickers Print
Role: Art Director 
Copywriter: Evan Fry
Photographer: Sebastain Gray

Fake Business Cards Print  Role: Art Director   Copywriter: Evan Fry Photographer: Sebastain Gray

Fake Business Cards Print
Role: Art Director 
Copywriter: Evan Fry
Photographer: Sebastain Gray

Practice Print 1  Role: Art Director   Copywriter: Evan Fry Photography: Stock

Practice Print 1
Role: Art Director 
Copywriter: Evan Fry
Photography: Stock

Practice Print 2  Role: Art Director   Copywriter: Evan Fry Photographer: Sebastain Gray

Practice Print 2
Role: Art Director 
Copywriter: Evan Fry
Photographer: Sebastain Gray