Hidden Fridges for Amstel

To get into the party at Brazilian carnival, we did what everyone else did – put on a costume.

Cliente

Amstel

Office

Sao Paulo

Serviços

Communications

Challenge

How do we put Amstel beer in the hands of Carnival party goers without a sponsorship?

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.