Corona's new beer fridge only opens with a dying phone battery
W+K Portland devised the campaign, which is running in Italy
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Beer brands seem to be hell-bent on getting us to switch off our devices -- presumably because they're competing for our attention and some would rather be scrolling than getting that first pint of the evening on order.
First, Heineken made a bottle opener that automatically turns off your tech when you crack open that first bottle of beer. And now Corona has come up with a beer fridge that will only open when your phone is at 10% battery or lower.
The idea was devised by Wieden + Kennedy Portland, which worked with Canada-based global creative collective ThinkingBox to creat the tech; a machine-learning model that recognizes the various states and versions of common battery icons. When it recognizes a depleted battery, it automatically opens a fridge door with an electromagnet.
The fridge has made its debut at Deus Cafe in Milan, Italy. The film promoting it, seen here, is running locally in Italy through social and digital media, on Amazon for Prime Days and via Winelivery, a local delivery app that will offer a digital version of the experience throughout the rest of the country.
Credits
- Date
- Oct 10, 2022
- Client :
- Corona
- Agency :
- Wieden & Kennedy-Portland
- ECD :
- Ana Balarin
- ECD :
- John Petty
- Creative Director :
- Dan Viens
- Creative Director :
- Josh Bogdan
- Art Director :
- Alex Nassour
- Copywriter :
- Alex Maleski
- Head of Production :
- Orlee Tatarka
- Executive Producer :
- Chris Capretto
- Senior Producer :
- Jennifer Smith
- Senior Producer :
- Amy Marsh
- Creative Operations Manager :
- Stacy Grogan
- Design Director :
- Patrick Nistler
- Designer :
- Morgan Searcy
- Design Producer :
- Samm Oduro
- Retoucher :
- Frazer Goodbody
- Retoucher :
- Saskia Thomson
- Group Strategy Director :
- Scott Woodhouse
- Senior Strategist :
- Rachita Vasan
- Group Media Director :
- Alex Barwick
- Group Brand Director :
- Jesse Johnson
- Brand Director :
- Madeline Parker
- Brand Manager :
- Leila Chee
- Head of Business Affairs :
- Amber Lavender
- Senior Business Affairs Manager :
- Meghan Nappi
- Business Affairs Manager :
- Tim Bell
- Global Communications Director :
- Miguel Merino
- Global VP :
- Felipe Ambra
- Marketing Manager :
- Daria Selynna
- Senior Brand Manager :
- Giulia Maestri
- Brand Manager :
- Alessandro Mazzella
- Production Company :
- draftLine
- Director :
- Alex Grazioli
- Executive Producer :
- Parmjit Sidhu
- Line Producer :
- Tony Powell
- Line Producer :
- Valeria Spilotro
- Director of Photography :
- Tommaso Terigi
- Production Company :
- Joint
- Post Producer :
- Sarah Usmen
- Post Producer :
- Kathleen Russell
- Editor :
- Eric Hill
- Editorial Company :
- draftLine
- Editor :
- Vanessa Wood
- Post Producer :
- Dominique Toussaint
- Post Producer :
- Anna Colbourn
- VFX :
- Joint Editorial
- Executive Creative Director & Partner :
- Stefan Smith
- 2D Lead Artist :
- Stefan Smith
- 2D Artist :
- Gavin Wright
- Designer :
- Alex Nassour
- VFX Producer :
- Zai Outlaw
- Senior Executive Producer / Partner :
- Catherine Liu
- Senior Executive Producer / Partner :
- Kathleen Russell
- Senior Executive Producer / Partner :
- Bugs Russell
- Color :
- Joint Editorial
- Color Producer :
- Zai Outlaw
- Colorist :
- Jasmine Vazquez
- Artist/Writer :
- Khruangbin
- Sound Design & Mix :
- Field Day Sound
- Sound Design & Mix :
- Noah Woodburn
- Sound Design & Mix :
- Morgan Johnson
- Executive Producer :
- Leslie Carthy
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