The Work: New Campaigns - The world.(Mediaedge:cia to create a campaign for Molson Inc.)(KesselsKramer to create a campaign for Diageo PLC)(DDB Belgium to create a campaign for Volkswagen AG)

 
MOLSON CANADIAN - CURVED STICK - CANADA 
CREDITS 
Project: Curved stick 
Clients: Michael Shekter, brand director; Stephanie Rasminsky, brand 
manager, Molson Canadian 
Brief: Reinforce Molson's association with watching ice hockey 
Creative agency: Zig, Toronto 
Writer: Michael Clowater 
Art director: Mark Puchala 
Planner: Mark Aronson 
Media agency: Mediaedge:cia, Toronto 
Media planner: Travis St Denis 
Production company: Untitled 
Director: Aleysa Young 
Editor: Brian Wells, School Editing 
Post-production: School Editing 
Audio Post-production: Ted Rosnick, RMW 
Exposure: National TV 

Molson, Canada's oldest brewer, is reinforcing its long association with ice hockey in new advertising, which is also designed to highlight the brand's lighthearted personality.

The commercial features a group of young men watching the sport on TV and using a specially curved hockey stick to retrieve their Molson bottles from the fridge without having to leave their seats.

A voiceover says: 'Thirty-six per cent of Canadian hockey fans think players should be allowed more curves on their sticks. We agree with them.'

Molson has enjoyed associations and sponsorship deals with all six of Canada's NHL teams, the Canadian Olympic men's and women's ice hockey teams, and junior ice hockey clubs throughout the country.

 
J&B WHISKY - START A PARTY - GLOBAL 
CREDITS 
Project: Start a party 
Client: Nik Keane, global brand director, J&B 
Brief: Reaffirm J&B's status as the world's leading party whisky 
Creative agency: KesselsKramer 
Writer: Tyler Whisnand 
Art director: Ewoudt Boonstra 
Planners: Olaf Kampman, Matthijis de Jongh 
Media agency: n/a 
Exposure: Press, magazines, outdoor 

Diageo is putting pounds 10 million behind a print campaign to run in more than 20 markets during the coming year.