‘I am Canadian’ – A fridge full of awareness

Molson awareness marketing

Let’s continue on the theme of creative and inspirational awareness marketing campaigns. We’ve previously highlighted the Kiss Cam for unbiased loveIKEA’s unusual campaign to raise awareness of the Syrian refugee crisis and Sarah’s Journey – a Kickstarter project aimed at helping refugee children understand the world they live in.

Awareness marketing through a good old beer fridge

Next on our list is Canadian beer brand Molson’s ‘I am Canadian’ beer fridge. This awareness marketing campaign is a perfect response to the current state of our less inclusive, wall-building world and Molson hit the nail right on its head.

Molson is using brand activation in its purest form and good old beer fridge to answer the question ‘What makes someone a Canadian?’ They placed a bright red fridge in the middle of a city street and on the fridge, a sticker says “Say ‘I am Canadian’ to open the fridge”.

The challenge is that in order to open the fridge, the beer-craving pedestrians need to say ‘I am Canadian’ in no less than six different languages.

What happens next is just beautiful. Take a look:

You’ve just read an article by Peter Helin. Now it’s your turn! Leave your comments below.

Peter Helin is the co-founder of Digital Mic Drop as well as a multi-disciplinary marketer. Peter juggles most of the content that you’ll find here on Digital Mic Drop and he is also helping Digital Mic Drop’s enterprise clients to success through consultation on all things digital marketing, copywriting, content creation and SEO projects. Things like that.

If you would like to get in touch, simply shoot him an email on peter@digitalmicdrop.com.

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