The Really Brief—Week of October 5

Oct. 5

Molson Coors has launched a very chill new good cause campaign to support charitable organizations in Canada. The brewer has partnered with TeamLTD to produce a line of loungewear, with 100% of the proceeds going to a charity of the buyers choice.

“[W]hile we can all agree that 2020 has led to a lot of change—the way we work, live, and approach the world—if there’s one thing that hasn’t changed, it’s our need to chill,” says the landing page for the new initiative. “So whether you’re still working from home, heading back to the office or just chilling watching your fave show, Coors Light is helping level up your chill and make positive change in your community with something we like to call #ChillForChange.”

Toronto multicultural agency Maple Diversity Communications has hired Jessica Borges as senior vice-president, creative and strategy and Terence Tse as vice-president, client services and strategic partnerships.

Borges has been creative director at McCann, Y&R, and Dyversity, working on brands like RBC, Bell, Unilever, Nestle, Coca-Cola, HSBC, Canada Post, L’Oreal, GM, and The Princess Margaret Cancer Foundation. Aside from being awarded at, and a judge for, major awards shows in Canada and internationally, she has also been published in the Canadian anthologies Canadian Voices and Indian Voices.

Tse has worked in branding and design for more than 25 years, working on major brands like Corby, Materne, Bio-K+, Scotts Miracle-Gro, Aurora Cannabis, ConAgra Foods, Owens Corning Canada, Johnson & Johnson, Kraft Foods, Mars Inc. and Schick Wilkinson Sword.

Rogers Sports & Media will give at least $10 million in free advertising and creative services over the next five years to charities and small businesses that support equity-seeking communities.

Rogers said that its “All In” plan was created after months of listening and learning about systemic racism, and has as its goal “tangible action” on racial injustice and social unrest. Aside from the $5 million to businesses that are owned by BIPOC and equity seeking communities, and $5 million to charities that support those communities, Rogers is creating an internal content advisory council to increase diversity in content, and introducing mentoring and recruitment programs to improve diversity across the organization.

“Rogers Sports & Media recognizes its unique role and responsibility and we are using our media megaphone to amplify voices that have not always been heard with equal measure,” said Jordan Banks, president, Rogers Sports & Media in a release.

David Brown