CrushingCANada
ROIdeas® delivered
Aluminium Medals awarded
impressions
Olympic athlete sponsorship fees
Coastal Stone Whisky
Disruption
Brand Platform
Product Innovation
PR
Social & Influencer
We turned Coastal Stone Whisky into the ‘Official Spirit of Crushing Canada’s Spirit’ with a piss-take of Olympic proportions.
Australia’s No.1 whisky is Canadian Club. It’s kind of embarrassing, really. To stoke the national spirit and get Aussies drinking proudly local-owned and distilled Coastal Stone Whisky, we created a new kind of Olympic Medal for Paris 2024: the Aluminium Medal.
Forged from a crushed can of Canadian Club, the Aluminium Medal was awarded to every Australian athlete that crushed a Canadian at the Games. It didn’t matter if they came first in the 50m Freestyle or second-last in the Pole Vault, just as long as they made a Canadian athlete taste the bitterness of defeat.
The stunt was shared in Australia, Canada, and France, earning 13 million impressions and reaching 453 thousand social followers of some of the world’s most elite athletes. All for $0 in sponsorship fees.
Project Credits
CrushingCANada
Supersolid
Adhesive
