Canadians tend to feel most canadian when they are away from home, travelling.

Canadians aren’t really great about bragging about themselves. So we designed a fridge that could only be opened by a Canadian. We sent it to Europe with only one way it can be opened, and that is with a Canadian passport.

We created a way for travelling Canadians to be the hero, without really having to do anything other than being there.

The response was so significant, Molson had to rejig its marketing plans for the 2016 Sochi Olympics, and other ad campaigns, to incorporate the fridge. It helped to turn around declines in market share for the beer.

behind the scenes: inside the fridge

We worked with creative and special fx company Artem in the UK to fabricate a retro red refrigerator with a scanner and actuator that detects the presence of a Canadian passport and uses a relay to unlock the door by disengaging a powerful electromagnet.