Brazil's street carnival is hugely diverse in terms of people, but not so much in terms of beer. The competition has millions of dollars more to invest than Amstel, becoming the official sponsor of the street carnival. Amstel tried to get around this monopoly in a fun and playful way that actually helped de revelers enjoy the party with an traditional pure malt beer.  In due to this, the objective was to raise awareness hacking the street carnival so that partygoers could find and taste Amstel.

Because of the sponsorship of the street carnival in Brazil, revellers couldn't find Amstel within the parades. The solution was to do what they did: wear a costume. 

Amstel created the Hidden Fridges. Common objects (bench, public telephone, vase) were turned into customised coolers, hidden and filled with Amstel. They were strategically placed amidst the parades sponsored by the competition. Anyone who managed to find them got an ice-cold Amstel.

Besides being Brazil’s most important holiday, carnival is also when the beer consumption increases and the street parades are the most common places for that. The competition has millions of dollars more to invest than Amstel, becoming the official sponsor of the street carnival. To be relevant we had to be clever, so we looked at our target and decided to do the same thing they do: put on a costume. Then we turned common objects (bench, public telephone, vase) into customised coolers, hidden and filled with Amstel. People who were near these parades were impacted by geolocated posts, inviting them to look for three coolers dressed up in a costume: a vase, a public telephone and a park bench.

Common objects (bench, public telephone, vase) were turned into customised coolers, hidden and filled with Amstel. They were strategically placed in the parades sponsored by the competition. Anyone who managed to find them got an ice-cold Amstel.

People who were near the competitor's street parades were impacted by geolocated posts, inviting them to look for three coolers dressed up in a costume.

2,5 million people were impacted, right in the middle of Amstel competitor’s carnival parades. 180 cans were distributed per hour, generating $150 in ad value.