Moosehead Lager: The Journey

The Toronto wing of Sid Lee wants you to know something: Moosehead Lager is made well. So are other things made locally in Canada.

This summer, Moosehead's Canadian hipster contingency will pack their canoes and analog photography supplies and Super 8 cameras and some cases of Moosehead for a month long journey around the great white north. To find interesting things made by Canadians who make things well. And then these Canadian hipsters will "raise a beer" to all things made well.

It's a teaser campaign. See, Moosehead wants you to hang out on Facebook, beer in hand.
Here one assumes will be a treasure trove of photos and intriguing stories and behind the scenes bloopers and documentaries of the cross country tour, making of the making of's and other super bonus extended content designed to inspire engage and share!

I sure hope so. Because right now, all it's doing is inducing yawns with its slow motion instagrammed-lens and a soundtrack better suited to a Ford pick up truck commercial.