Molson’s newest beer fridge touts Canada’s multicultural side

Molson’s red beer fridge was born with a stunt in Europe where a fridge full of suds would only open at the scan of a Canadian passport. It has taken a few more iterations since then. This version emphasizes the multicultural side of Canada: The fridge will only open when it registers people saying the brand's tagline, "I am Canadian," in six languages out of a possible 40.

With the Pan Am games coming to Toronto in 2015, we designed and built a fridge that would take advantage of the influx of multiculturalism about to descend upon the city from athletes to fans representing countries around the world. We wanted to show how diversity can bring people together – a stark contrast from the intolerance being portrait in news headlines at the time.

behind the scenes: inside the Global fridge

We partnered with none-other than Google to help power the multi-lingual speech recognition for this version of the fridge. Connected to their cloud, the fridge could analyze and interpret speech patterns in real-time to determine what language was being spoken and if their correct passphrase what being said. In this case “I am Canadian”.