Beer brand Molson Canadian has placed brightly red refrigerators full of Molson Canadian beer across Europe, which can only be opened by scanning a Canadian passport.
Working with its agency Rethink, the reaction of the crowds has been filmed and broadcast as TV commercials and online which have been seen by more than a million people.
“Molson Canadian is all about pride,” Aaron Starkman, creative director at Rethink in Vancouver, told The Globe and Mail.
“After the success of ‘The Canadians,’ we took a look at things and it just felt so right, especially approaching Canada Day.”
Watch the commercial here.