You already seen the commercial "gear up for the gold". Molson also recently unveiled the final stage of their mural project, for which more than 13,000 Canadians submitted headshots to be included in the 4,000 square foot mural on the side of Molson’s brewery in Vancouver during the Olympic games. The repositioning’s roots lie in the belief that Canada is a land that shapes its people and it’s beer, and that Molson Canadian is a gift from this country’s abundant natural resources - a beer that is brewed from the best this land has to offer.

The spot you’ve seen, “Made from Canada” debuted on the evening of the Opening Ceremonies for the 2010 Winter Games on February 12.

Molson Canadian’s “Gear Up for the Gold” Facebook application launched on February 11, and allows users to create a personalized Team Canada hockey jersey for their profile picture. Try it out here: http://apps.facebook.com/gearupforgold/. More than 75,000 Facebook users have already used the app to show their team spirit.

The brand has modified its packaging and design to reflect this new attitude, including a more natural red maple leaf that speaks to the craftsmanship and the attention to detail that goes into brewing Molson Canadian. This new leaf sits above a more confident version of the iconic red and blue word mark, and rises above a horizon line that represents Canada from coast to coast.

Spring Design Partners handled the redesign while zig, Molson Canadian’s agency of record, led all other efforts.

Mural Credits:
Client: Molson Canadian
Agency: zig
Creative Director: Aaron Starkman
Art Director: Mark Puchala
Copywriter: Geoff Morgan
Designer: Joon Park/Andrew Cloutier
Planner: Ryan Roberts
Project Manager: Ashley Eaton
Photographer: Matt Barnes