Because of the sponsorship of the street carnival in São Paulo, revellers couldn't find Amstel within the parades. The solution was to do what they did: wear a costume. Wunderman Thompson created the Hidden Fridges. Customised 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 three coolers dressed up in a costume: a vase, a public telephone and a park bench.

"Brazil's street carnival is hugely diverse in terms of people, but not so much in terms of beer. We tried to get around this monopoly in a fun and playful way that resonates with the brand", Nicolás Romanó, creative director

Activation is part of Amstel's strategy for carnival, which features 30 digital films, costume panels, sCan, and after parties that took place after the parades.