Molson Slap Shot Fridge

The Slap Shot Fridge is the third instalment in the Molson Beer Fridge series, honouring the great Canadian love for hockey. Participants shoot pucks at a small opening in the face of the fridge. An accurate shot initiates a 100dB air horn and the fridge door opens automatically, rewarding the best hockey snipers with Molson Canadian beer, swag, and tickets to major hockey games. The fridge features a laser triggering system at the perimeter of the target; the housing is composed of carbon fiber and Kevlar, ensuring its durability in the face of the hardest slap shots. Working in close collaboration with Paus + Grün and Eightlines, we helped Rethink bring this campaign to life over a four week period. 

Click here to see the Slap Shot Fridge video.


Molson Slap Shot Fridge interactive advertising installation in situ.
Molson Slap Shot Fridge on ice rink surrounded by hockey pucks, with door closed.
Molson Slap Shot Fridge on hockey rink with door open. Full of beer!
Molson Beer Fridge interactive advertising instalment - STACKLAB rendering showing design.

For more information about this project, please email us at info [at]