How do we put Amstel beer in the hands of Carnival party goers without a sponsorship?
Hidden Fridges for Amstel
To get into the party at Brazilian carnival, we did what everyone else did – put on a costume.
Challenge
Inspiration
Why have only one beer at Carnival? To give partygoers a choice, we put on a ‘costume’ and invited ourselves to the party.
Idea
Wunderman Thompson hid fridges across the city of São Paulo to promote Amstel alongside its competitor. Coolers disguised as common objects like a vase, public telephone and a park bench were filled with Amstel, and parade-goers who engaged with our geolocated Instagram posts were invited to look for the coolers dressed up in their ‘costumes’ – and anyone who found them were treated to an ice-cold Amstel.
Growth
The Hidden Fridges campaign generated over R$150k in free advertising value for Amstel.
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