Molson Dry x Edmonton Oilers — Molson Drai2024
Molson Coors and the Edmonton Oilers celebrate star captain Leon Draisaitl by creating a commemorative lager for the Stanley Cup Finals, renamed “Molson Drai”. The limited edition can’s colour scheme replicates the Oilers jersey colours and are designed exclusively for fans to enjoy at the city’s ICE District, as well as select bars and restaurants; paying tribute to his remarkable achivements in the playoffs.
The campaign ran OOH ads all throughout Edmonton, digitally enhanced dasherboard in the Oilers’ home arena, Rogers Place, with an inflatable can in the ICE District. Fans headed down to the arena to cheer on the team for a chance to get their hands on a can.
Role & Contributions: Design, Digital Production
campaign roll-out including asset design & production across OOH and Edmonton’s ICE District sports arena
CD: Logan Broger
Sr. Designer/AD: Steve Barkley
Jr. Designers: Natalie Grakovski, Ramby Nicole Magnaye
Client: Molson Coors
Agency: Wasserman Sports & Entertainment
Social Media: Volt