Rethink Canada takes a Molson’s fridge to Europe
Rethink Canada took a Molson’s beer fridge and placed it all around Europe. There was only one way to open the fridge – you needed a Canadian passport.
For 10 days, the fridge travelled across Europe, popping up in locations big and small, searching for Canadians to open it. Along the way, the fridge captured the imagination of on-lookers wanting to see what was inside. Of course, once a Canadian was found with passport in hand, all was revealed – The fridge was full of Molson Canadian.
“Around Canada Day, we feel there’s only one beer you should be drinking,” says Aaron Starkman, Partner and Creative Director at Rethink, “Also, when you’re away and reminded of something Canadian, those feelings of pride seem to come out. That’s essentially why we took this fridge around Europe.”
The fridge uses a modified webcam and scanner to recognize distinctive features of a Canadian passport.
The concept of the Beer Fridge is one that Molson Canadian will look to explore in the months ahead, finding ways to bring the idea to Canadians domestically or abroad. Potentially augmenting the fridge to include other forms of Canadian identification.
Agency: Rethink Communications, Toronto. Creative Director: Aaron Starkman, Dre Labre, Ian Grais, Chris Staples. Art Director: Vince Tassone, Christian Buer, Joel Holtby. Copywriter: Mike Dubrick, Aaron Starkman, Dave Thornhill, Matt Antonello.