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Unlocking a Canadian experience

By Joss Davidge

Beer brand Molson Canadian placed bright red fridges in locations across Europe, which were fully-stocked with bottles of beer.

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To cultivate interest and set chins wagging, the scattered fridges were firmly locked and would only open when a Canadian checked in with their passport.  The video, released earlier in the year, has recently resurfaced for Canada Day - giving it a second go at connecting with a broader audience through social networks.

This campaign has some of the hallmarks of one of Coca-Cola’s highly successful #sharethehappiness activations. These often combine a novel idea, action and humour to engage passers-by with the brand’s core messages and personality. 

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