Rickard’s Cardigan
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Molson brand Rickard’s introduced their new crafted spiced lager called Cardigan during the Fall. Rethink, an ad agency, approached Media Resources to collaborate on their concept of a 3D sweater billboard. The 28-day campaign in Toronto consisted of a sweater image that was unraveled over a 10-day span in sections made out of foam. Media Resources’ specialized team designed the fabrication of the sweater using hand painted foam weaved into an argyle pattern. The pattern was mounted in a number of individual sections that created the entire sweater image. Once installed on the billboard, each section was removed giving the impression the sweater was unraveling into a 3D spindle of yarn. At the end of unraveling, there was a message behind the sweater that revealed the beer was “Only Here for Fall”.