After introducing the red beer fridge that only opens for Canadians earlier this year, Molson and its agency Rethink sent their invention even further from home.
Hauling the fridge all the way to Indonesia’s Gili Islands, two Ottawa men visit their ex-pat friend to help him celebrate Canada’s upcoming hockey ventures at the World Juniors and Sochi Winter Games. The fridge is filled with limited edition 625 ml bottles which will go on sale ahead of the Olympics. The bottles are replicas of the 3-litre “Victory Bottles” made famous during the Vancouver Olympics when the women’s hockey team celebrated with them on the ice after winning gold.
A 30-second TV spot (cut down from the nearly 3-minute vid above) will debut during the World Juniors. Rethink has more to tell of the fridge’s exploits, so viewers should watch for new spots between the World Juniors and Winter Games Opening Ceremonies.
Agency: Rethink
Art directors: Aaron Starkman Joel Holtby, Vince Tassone, Christian Buer
Writers: Aaron Starkman, Mike Dubrick,
Creative directors: Aaron Starkman, Chris Staples, Dré Labre, Ian Grais
Account director: Ashley Eaton
Production company: Untitled Films
Director: Tyler Williams
Post production: Rooster Post
Post production: Fort York VFX
Music and sound design: RMW Music
