For Canadian Beer Day 2024, Beer Canada embraced the unifying spirit of the nation’s most iconic beverage with the theme “Canadian Beer: A Cultural Bond That Brings Canadians Together.” The campaign celebrated the role beer plays in fostering connection and community across the country.

The creative direction introduced a nostalgic sticker motif used across all assets. Inspired by vintage beer labels and collectible sticker culture, the system offered a playful yet structured way to deliver varied messaging within a cohesive visual identity. The stickers reinforced key advocacy points while evoking familiarity, authenticity, and sentimentality—reflecting beer’s deep-rooted place in Canadian culture.