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2018 ADC Awards - Advertising

Molson salutes the dépanneurs

Agency Sid Lee / Montreal

Client Molson Export
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Annual ID

ADC_ADV18084M

About the Work

All around the world, convenience stores serve as the go-to destination for everyday purchases. They’re called bodegas in New York, konbinis in Tokyo, and offies in London. In Montreal, we call them dépanneurs. An intricate part of every neighbourhood, they’re on many street corners. They’re also where people have traditionally bought their beer. Nowadays however, most dépanneurs look decrepit, worn-out and neglected. As Montreal’s original brewery, Molson wanted to give back to the community. So they relaunched their classic stubby by restoring the facades of 25 dépanneurs, styling the makeovers based on the bottle’s unique look and design.