Free Beer (for Canadians)

//  06.25.13

Here’s a nice stunt just in time for Canada Day (this coming Monday). Rethink and Molson Canadian’s “The Beer Fridge” that brings back the “I am Canadian” tagline in the form of a hashtag.

The spot, directed Jonty Toosey of Partners Film, features a beer fridge fully stocked with Molson Canadian which was placed in a number of European cities. The catch – not everyone can open it. It can only be opened by scanning a Canadian passport. A 30-second version of the ad aired during game six of the Stanley Cup playoffs.

Watch “The Beer Fridge” above. “The Making of The Beer Fridge” is below.

Title: The Beer Fridge
Client: Molson Canadian

Agency: Rethink, Toronto
Creative Directors: Aaron Starkman, Chris Staples, Dré Labre, Ian Grais
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

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

Post Production: Fort York VFX
Music and Sound Design: RMW Music
Producer/Composer: Steven MacKinnon

Colourist: Eric Whipp, Alter Ego