National Canthem
(2012)
Celebrating canada day like no other brand … can
Trailer video for Molson’s National Canthem
Immediately after having won the Molson business at Rethink, just weeks away from Canada Day, we needed to do something big with very little time or budget. The idea was simple; create a rendition of the national anthem using nothing but Molson Canadian product – bottles, caps, kegs and cans – this is where Canthem was born.
Full video for Molson’s National Canthem
We worked with our friends at Vapor RMW Music who created and invented instruments based on products and transformed one of their studios into cathartic mess of smashing, banging, blowing and ringing. The end result was a multi-tracked arrangement expressed in a tiled video of the actual performances used in the composition.
The above slideshow showcases some of instruments we created for this video along with their ingeniously punny names.