@KurtisFromAlberta is a die-hard Toronto Maple Leafs fan and influencer, most famously known for shouting "NOTHERRRR BEEEERRR" while watching the game in his decked out basement shrine to the team.
This season, he got slammed with a Cease & Desist from MLSE and Molson-Coors for not drinking Molson Canadian, the official beer partner of the Leafs, in his videos. As the #1 beer for hockey fans in Canada, Budweiser had to stand up for the little guy. Within 12 hours, we fired back with a single social post, calling out Molson for trying to tell fans what they can and can't drink in the comfort of their own homes.
The internet and news-cycle erupted with support pouring in across the country as people pledged to boycott Molson in support of Kurtis and Budweiser. But the best part? In 48 hours, Molson and MLSE took back their Cease & Desist, freeing Kurtis to make his superfan content again while enjoying any beer he wants.
The campaign saw 8.7+M impressions and a 189.4%+ increase in brand engagement.
Client: Budweiser
Creative Director: Caitlin Baynton
Art Director: Randelle Pogue
Designer: Sonja Katanic
Copywriter: Parika Sikder
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