Facing a 22-year decline and a disconnect with younger audiences, Molson capitalized on a serendipitous moment: Drake wearing a vintage Molson Canadian jersey. Within 24 hours of Drake's appearance, Molson conceived the "worn by Drake" campaign. Recognizing the opportunity to revitalize its image, Molson started a global search to track down and buy back the vintage 1998 jerseys, launching a campaign that turned the vintage jersey into a coveted item. We turned it into a luxury fashion drop, putting the coveted jerseys in beer cases with a tracker, which could be followed through a series of social posts on Molson’s channels, allowing Drake fans to track the jerseys in real-time. The jerseys ended up at beer stores across Canada and every single one was claimed within minutes. Despite no celebrity partnership or endorsement from Drake, no dollars spent on media and while the entire beer category was declining, the Molson Drake Jersey was one of the highest performing Molson Canadian campaigns - growing YoY volume by 2.5% and resulting in the largest single day increase in followers in Molson history. While main competitors like Budwiser, Bud Light and Coors Light lost market share, we gained ground by taking a real-time event and putting a true Canadian icon back on its feet.