This campaign was created to promote BC Hydro’s fridge recycling program. It uses a fictitious competitor, Buddy’s Fridgerator Removal, to not only demonstrate an exaggerated and unsuitable alternative to BC Hydro’s environmentally friendly pickup service but also to generate some excitement around an otherwise mundane topic.

The campaign launched with a video which was posted on YouTube and blowupthatfridge.com – Buddy’s website. Buddy further promoted himself on local and national sports blog sites, in anticipation of his appearance at the Canadian Football League’s Western Conference Final. Prior to the big game, Buddy set up a stall amongst local advertisers to connect with football fans during the pre-game party. He handed out business cards and baseball hats and also performed a live demonstration in front of hundred of onlookers of his fridge removal technique. But was removed by security personnel before he could complete the task.