CLIENT
Brasseur de Montréal
Jean-Benoit Collette, Brand Manager
Leslie Malcolm, Brand Director at Molson Coors Beverage Company
Mélanie Robitaille, Marketing Consultant
Marie-Mado Langlois, Chef Marketing
François Gaumond, Chef, Activation de marque
Daniel Sauvé, Brand Marketing Manager
Kirsten Devitt , Senior Marketing Manager
AGENCY
Nicolas Quintal, Managing Partner and Executive Creative Director
Xavier Blais, Partner and Creative Director
Edouard Coune, Art Director
Raphaël Côté, Copywriter
Pascal Routhier, Managing Partner and Strategy Director
Alex Lefebvre, Business Director and Managing Partner
Victor Brunton, Account Manager
Suzy Truong, Senior Strategist
Maxime Sauté, Partner, Creative Director
Sean McDonald, National Managing Partner, Chief Strategy Officer
Aaron Starkman, aaron@rethinkcanada.com
Julie Day-Lebel, Copywriter
Marie-Pière Poulin, Producer
Katia Dupuy, Producer
Jan Day, Studio Artist
Darina Kosikov, Studio Artist - Content Production
Jonathon Cesar, Studio Supervisor - Content Production
Scott Russell, Head of Print Production
soma
Gabrielle Harvey, Video Producer
Gabrielle Harvey, Senior Production Coordinator
Gabrielle Harvey, Video Director and Editor
Gabrielle Harvey, Composition
Gabrielle Harvey, Sound
WAVEMAKER (Canada)
William Hart, Associate Director
Sukriti Sharma, Senior Media Planner/Buyer
SUMMARY
To grow in Québec, we helped Brasseur de Montréal (BDM) reimagine their identity and launch their first campaign. The challenge was to turn BDM from a barely-noticed brand to the craft beer of choice for Montrealers. And when it comes to connecting authentically with Montreal city dwellers, the subtlest references create the strongest bonds. Our strategy: go beyond the clichés and tap into if-you-know-you-know kind of references to establish BDM as a local staple. A new creative platform was born: We're just around the corner - leveraging hyperlocal winks.
