Because of the sponsorship of the street carnival in São Paulo, revelers couldn’t find Amstel within the parades. The solution was to do what they did: wear a costume. Wunderman Thompson created the Hidden Fridges. Customized coolers, hidden and filled with Amstel, strategically placed amidst the parades sponsored by the competition. Anyone who managed to find them got an ice-cold Amstel. People who were near these parades were impacted by geolocated posts, inviting them to look for 3 coolers dressed up in a costume: a vase, a public telephone and a park bench.