The Cleveland Browns’ winless 2017 NFL season was one of the most disheartening in league history (0-16). But fans remained loyal. Bud Light, the NFL’s official beer sponsor, wanted to honor the Cleveland faithful. To give diehard fans a celebration to remember when the Browns finally won. Enter Victory Fridges. We created bold, branded, glass-front refrigerators, filled with limited edition Bud Light, and partnered with the Browns and local wholesalers to place them in bars Cleveland-wide. They would remain locked until the Browns scored a win – and then the WIFI-enabled Fridges would all simultaneously unlock. From the moment Victory Fridges were introduced pre-season, through several down-to-the-wire-overtime-losses, Bud Light dominated local and national conversation. When the Browns finally won, the Instagram-worthy Fridges unlocked, thrilling fans and sharing thousands of celebratory Bud Lights. 1,000+ media placements 953M+ impressions AdAge’s Top 10 Print/Outdoor/Design/Experiential Ideas of 2018 Most talked-about Bud Light initiative - 2018