What happens when you place beer fridges stocked with Molson Canadian throughout Europe with only one way to open it? People find that one way to open it. The Beer Fridge, a project by Rethink, could only be opened by scanning a Canadian passport. Without one, the fridge stayed locked. When locals realized what they needed to open the fridge, their quest to find a Canadian (to get a Canadian) began. When a Canadian was found, cheers and beers ensued.
The idea was simple, fun, and made us feel proud to be Canadian (just in time for Canada Day). We’ve always heard that other countries love Canadian tourists; this experience may have cemented that. It’s sometimes rare for us to see Canadian creative explore ideas that reach beyond our borders, but the Molson Beer Fridge shows how leveraging little insights can make for wonderful and shareable creative that can be experienced around the world.