Montreal – As in any pro sport, when you're a party pro competing at the highest level, pressure from the media can be one of your toughest opponents. And never more so than when your sport is partying.
Length (sec.): 45 sec
Air Date: 8-11-2008
Agency (+ Phone No): Cossette Montreal 01 514 845-2727
Executive Creative Director: Patrick Beauduin
Creative Director: Jonathan Rouxel
Copywriter: Neil Frisby
Art direction: Jonathan Rouxel
Agency Producer: Jeannic Larocque
Account director: Bruno Lemieux
Production Company: La Fabrique d'images 01 514-282-1505
Director of Photography: Christopher Sargeant
Executive Producer: Barry Bittle
Producer: Stéphane Raymond
Editor: Scott Thiesen
Music: Apollo Montreal
Music producer: Jason Ciciola
Sound Design: Sonart Montreal
mixer: Yan Dal Santo
VFX Company: Fake Studio Montreal
The campaign story :
Molson Dry is a local beer brewed in Montreal, Canada. Montreal is well
known throughout North America as a wild, party city and people from Quebec
have a reputation of being party animals.
Based on this insight, and the fact that Quebecers love having this
reputation, we positioned Molson Dry as the ultimate party beer by creating
the Association of Party Pros. The APP exists to make partying into a
professional sport and offer those athletes with passion, stamina and
natural talent, the recognition they deserve.
Some time after the launch of the APP, we announced that the association had
signed a deal with a sponsor and that Molson Dry would now be the Official
Beer of the APP. With the sponsorship money, the sport of partying could now
compete in the same leagues as other professional sporting bodies.
With such natural, home-grown talent, as in any professional sport, we are
currently creating an APP team to represent Quebec in international matches.
APP Scouts are selecting the 18 party pros from all Molson Dry APP Circuit
parties to represent their province at their favourite sport. The first
international fixture of APP TEAM QUEBEC will be in Prague, March 2009.
With partying firmly established as a professional sport and with Molson Dry
as the official beer of the APP, it’s only a matter of time before the
reputation of Quebec and it's party pros goes from national to
The TV Commercial titled Media was done by Cossette Communication-marketing advertising agency for product: Molson Dry (brand: Molson) in Canada. It was released in the Nov 2008.