Heineken Walk-in Fridge BoxesThe Heineken ‘Walk-in Fridge’ commercial was a big success in the Netherlands in 2009. “I want one!” was a frequently posted reaction on YouTube. We decided to arouse this dream a bit more, by placing life-sized empty Walk-in Fridge Boxes on the streets of Amsterdam on garbage day. This let us create the suggestion that the Walk-in Fridge actually existed. We put the boxes at 20 busy locations on 8 December, just after the ‘Saint Nicholas’ holiday when the Dutch traditionally exchange gifts (and when you see lots of plasma tv boxes and such on the streets). The boxes measured 2 x 2 x 3.5 metres.