At Crispin Porter + Bogusky, our approach separates the distribution aspect of media vehicles from creative format, resulting in a collaborative process based on creative ideas rather than traditional practices. That makes it difficult to isolate exclusive media contributions. Those that we can include: recognizing and evaluating the bottles as media vehicles, which convinced Molson to invest in the idea; finding and creating outdoor media opportunities to bring the 'Twin Label' concept to street level in party areas; and working with local distributors and radio stations to create strategic 'Twin Label' promotions. But, as always, it was a team effort.