For Montrealers who’ve been living under a rock, Molson has launched a new advertising campaign focusing on a younger target audience using a (fake, but official-looking) sport federation sponsoring of a new sport, the party. They call it “Association des Pros du Party” (APP) which translates to “Association of Party Pros”.
I was invited to one of their party at Montreal’s ToHu last thursday. I took a bunch of pictures (mostly of half-naked paid models, ahem) but I won’t be able to post them until I get my hands on a Windows or Mac machine, since Apple has no support for Linux, and it’s the only platform I use right now. So no pictures for now, but I can manage to write up a quick recap of the party.
First, when you get at the ToHu, they make you sign a waiver basically allowing them to use your drunk ass face in their promotions. That’s fine by me and the friends I had with me. In we went, only to be greeted by an army of pseudo-journalists taking pictures (with obviously empty cameras) of our group as we walked down the red carpet, by the APP cup, by the pseudo-interviewer and into the main room. That was rather fun, and somewhat impressive. Molson is paying a bunch of hot chicks to stand around with empty cameras and flash people. With their cameras, that is… But then, it’s when shit got impressive budget-wise.
