They say you’re most proud of home when you’re somewhere else. And what better way for a Canadian to show their pride than letting them share a Canadian beer with people from around the world. To do it, we designed and built a custom-made beer fridge filled with Molson Canadian, and took it around the world, stopping in places like France, England, The US and as far away as Russia.

There was only one way to open the fridge - by scanning a real Canadian passport.

The fridge was weatherproof and wireless, allowing us to take it anywhere. It used image recognition to identify key features on a Canadian passport. When an authentic passport was recognized, the fridge popped open for all to enjoy.

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 beer fridge went viral on a global scale with little to no paid support. The campaign was featured in all of the top 10 news websites in the world (including CNN, USA Today, Huffington Post). The innovation was also featured on the top tech blogs in the world including Mashable and Gizmodo and was featured in two separate unpaid articles on Buzzfeed. In total, the beer fridge garnered a quarter of a billion online impressions, Molson’s social interaction was up 980%, and the brand held a massive 20% share of all conversation surrounding the Olympics.