Molson Ambient, Case study PASSPORT BEER FRIDGE by Rethink

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PASSPORT BEER FRIDGE

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Industry Beers and Ciders
Media Ambient, Case study
Market Canada
Agency Rethink
Director Jonty Toosey
Creative Director Chris Staples, Ian Grais Pinco, Dre Labre
Art Director Joel Holtby, Vince Tassone, Christian Buer
Editor Marc Langley Assistant
Production Partners Film Company
Released October 2013

Awards

Cannes Lions, 2014
CYBER LIONS Branded Tech: Installation/Exhibit (including use of interactive screens) BRONZE

Credits & Description

Type of entry: Branded Tech
Category: Installation/Exhibit (including use of interactive screens)
Advertiser: MOLSON CANADIAN
Product/Service: BEER
Agency: RETHINK Vancouver, CANADA

Client: MOLSON CANADIAN
Product: BEER
Entrant: RETHINK Vancouver, CANADA
Type of Entry: Branded Tech
Category: Installation/Exhibit (including use of interactive screens)
Entrant Company : RETHINK Vancouver, CANADA
Advertising Agency : RETHINK Vancouver, CANADA
Production Company : PARTNERS FILM Toronto, CANADA

Creative Director/Writer: Aaron Starkman (Rethink)
Creative Director: Chris Staples (Rethink)
Creative Director: Dre Labre (Rethink)
Creative Director: Ian Grais (Rethink)
Associate Creative Director/Writer: Mike Dubrick (Rethink)
Associate Creative Director/Art Director: Joel Holtby (Rethink)
Art Director: Vince Tassone (Rethink)
Art Director: Christian Buer (Rethink)
Writer: Matt Antonello ()
Writer: Dave Thornhill (Rethink)
Broadcast Producer: Clair Galea (Rethink)
Director: Jonty Toosey (Partners Film)
Editor: Marc Langley (Rooster Post)
Assistant Editor: Nick Greaves (Rooster Post)
Director Of Photography: Bruce Jackson ()
Media Planner: Sammy Rifai ()
Media Planner: David Stanton ()
Media: Alastair Taylor ()
Writer: Mike Dubrick (Rethink)
Art Director: Joel Holtby (Rethink)

Creative Execution:
We started the campaign by setting up the fridge across Europe, stopping in England, France, and Belgium. When a Canadian arrived with their passport, everyone was able to enjoy a Molson Canadian. After Europe, we took the fridge to SXSW and The Winter Classic in the US before shipping it to Sochi Russia for the Winter Olympics.


The online video of the live events garnered millions of views online. Total impressions online were astounding – totalling over ¼ billion. The fridge was featured by each of the top ten news outlets in the world and broke into pop culture featuring on Jimmy Kimmel and other shows. In total, the fridge garnered hundreds of millions of dollars in free media and an estimated 1 billion total impressions. In a market that saw beer sales in Canada declining across the board, sales of Molson Canadian increased dramatically – achieving numbers that had not been seen in over a decade.


The ask was to make people feel proud to be Canadian, putting Molson Canadian at the forefront and showing the quality of Canadian beer.

The strategy of the campaign was to identify and highlight moments when Canadians feel proud of home. The insight is that you’re most proud of where you’re from when you’re somewhere else, so for the first time in the brand’s history, we did our advertising overseas – with the objective of targeting both new and existing customers at home.