Being hard to conquer, the European market encountered one very interesting Canadian campaign this spring.

Beer brand Molson, the Canadian part of Molson Coors Brewing Company, producing pale lager, booked the creative agency Rethink Canada to figure out what would be the best way to make a breach to the European market.

It’s hard to be creative in advertising in the 21st century, but creativity, apparently, has no boundaries. Rethink Canada came up with the idea to deliver red fridges full of free beer to different parts of Europe. But there’s a catch here, the fridge opens up only if you manage to find a Canadian nearby – with a passport!

After the fridge scans the passport, it opens and voila – everyone is happy!

Appealing to the most basic human need – to belong – the slogan “Here’s to being proud from where you come from” adds up to the creative idea and creates a strong liaison between the consumers and the brand. Check it out, and a video of how the fridge was made, below:

Title: “The Beer Fridge”
Client: Molson Canadian

Agency: Rethink
Creative Directors: Aaron Starkman, Chris Staples, Dré Labre, Ian Grais 
Associate Creative Director: Mike Dubrick
Art Directors: Joel Holtby, Vince Tassone, Christian Buer
Writers: Mike Dubrick, Aaron Starkman, Matt Antonello, Dave Thornhill
Account Director: Ashley Eaton
Broadcast Producer: Clair Galea 

Production Company: Partners Film
Director: Jonty Toosey
Executive Producer: Aerin Barnes
Line Producer: Neil Bartley
Director of Photography: Bruce Jackson

Postproduction: Rooster Post
Executive Producer: Melissa Kahn
Editor: Marc Langley
Assistant Editor: Nick Greaves

Postroduction: Fort York VFX
Music, Sound Design: RMW Music
Producer, Composer: Steven MacKinnon

Colorist: Eric Whipp, Alter Ego