Corona's new beer fridge only opens with a dying phone battery

W+K Portland devised the campaign, which is running in Italy

Published On
Oct 10, 2022

Editor's Pick

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 :
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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