Understanding boundaries – then capitalizing on them

One upon a time, in another life – I was (under Juggernaut Illustration and Design Inc.) was contracted out to work as an Associate Creative Director at The Hive in Toronto. One of our clients was Molson. The Hive (formerly Encore Encore Strategic Marketing) had a great deal to do with their success here in Canada. Molson Canadian is arguable the most recognized beer brand. Understanding the national demographic was key. The people at the Hive mastered it.

At the time, in-case beer promotions were a big driver. For this one, I pushed the boundaries a bit. Using the Mississauga Jedi mind trick, I somehow convinced the internal team and the client to not only modify the Molson Canadian logo but take a risk on the art. Some were hesitant. Some were excited. Mainly because an approach like this had never been attempted. But it worked. And bumping into this stranger on vacation validated my creative instincts.

The right tone for the time

This t-shirt series was pre-cancel culture and would never see the light of day today, given our current marketing climate. But this was another time. An age of risk and clients trusting in the instincts of Creative Directors. It turned out to be their most successful in-case promotion and held that title for quite some time. It became the benchmark – briefly anyway.

But like many tales from beer advertising’s “golden age” it is lost in time and long forgotten. But not here.
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