Only Canadian Passports Can Open this Molson Beer Fridge

'I Am Canadian' tagline returns

Published On
Jun 24, 2013

Editor's Pick

Rethink brings back the infamous "I Am Canadian" tagline (immortalized by not-a-lumberjack Joe from this iconic commercial) for a spot for Molson Canadian that featured a beer fridge, stocked with the beverage, that was placed in many European cities. The catch? You could only open it by scanning a Canadian passport -- and then, maybe, sharing it with your new foreign friends. A 30-second version of the spot debuted last night during Game Six of the Stanley Cup playoffs, and is also timed to celebrate Canada Day, which falls on July 1. Check out the making-of here.


Jun 25, 2013
Brand :
Client :
Creative Director :
Aaron Starkman
Creative Director :
Chris Staples
Creative Director :
Dre Labre
Creative Director :
Ian Grais
Art Director :
Joel Holtby
Art Director :
Vince Tassone
Art Director :
Christian Buer
Writer :
Mike Dubrick
Writer :
Aaron Starkman
Writer :
Matt Antonello
Writer :
Dave Thornhill
Broadcast Producer :
Clair Galea
Production Company :
Partners Film
Director :
Jonty Toosey
Executive Producer :
Aerin Barnes
Line Producer :
Neil Bartley
Director, Photography :
Bruce Jackson
Post Production :
Rooster Post
Executive Producer :
Melissa Kahn
Editor :
Marc Langley
Assistant Editor :
Nick Greaves
Music and Sound Design :
RMW Music
Music Producer/Composer :
Steven Mackinnon
Colorist :
Eric Whipp, Alter Ego
Post Production :
Fort York VFX
Agency :
Rethink Communications

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