Beer company Molson Canadian launched a campaign created by agency Rethink aimed at restoring Canadian pride. They placed a stocked beer fridge in areas across Europe, including Canterbury, the white cliffs of Dover, London, Northern France, Cassel, Brussels, and rural Belgium.
The red fridge had the text “Canadians scan your passport to open fridge” on the front, above a slot for inserting a passport to be scanned. The door would only unlock and allow people to sample the Molson beer inside if someone scanned their Canadian passport.
This made Canadians very popular with the locals and gave their national pride a boost. You can check out the beer fridge and see how it was built in the videos below: