Heineken Built a Special Fridge Just for Gamers
The latest project from Heineken Brazil and LeGarage, the innovation and gaming hub of LePub, is a beer fridge with PC hardware (motherboard, CPU, graphics and memory) inside. It keeps beer ice cold and the PC from overheating. No need to pause game play for a beverage break when drinks are close by.
"TH3 G4M1NG FR1DG3," a follow-up to Heineken's "Beer Matchmaking," has a custom PC built inside and has the capacity to hold 12-16 bottles, depending on their size.
Part of the global campaign "Not All Nights Out are Out," the FR1DG3 was made from a repurposed Heineken 0.0 fridge. LeGarage created a custom cooling system that maintains a low temp while the PC is used and combined that with forced air circulation to keep condensation at bay.
Ten fridges were crafted so far, with a raffle taking place soon for gamers in Brazil.
"The temperature for both the beer and the PC parts was an absolute priority and challenge at the same time," says Andrey Tyukavkin, global executive creative director at LePub Milan. "We employed active recirculation and deflectors, allowing the fridge to keep beer at two degrees Celsius with the PC working, and around three to four degrees after a long, long session. At the same time, the PC components idle at around 10-12 degrees, and even under a huge load won't go above 40. The dissipation and heat transfer works really well for us."
Heineken partnered with Gaules, Brazil's top Twitch streamer, to host a giveaway among his 4 million followers. The fridge will also make appear on the Brazilian revamped Twitch show "Aprovado," to celebrate Heineken's 150th anniversary.
"Heineken's role on gaming is to elevate social moments and break stereotypes in and around games," Felipe Cury, chief creative officer at LePub Brazil, tells Muse. "And this idea elevates a gaming session between friends, it cracks the bubble of the gaming community and reaches the brand lovers, showing them another angle of the gaming world, also solving a gaming issue: computer heating."
CREDITS
Mauricio Giamellaro Heineken® Brazil CEO
Cecilia Bottai Heineken® Brazil CMO
Eduardo Picarelli Heineken® Brazil Senior Brand Director
Igor de Castro Heineken® Brazil Sr Brand Manager
Marina Awada Heineken® Brazil Marketing Coordinator Adriana Teixeira Heineken® Brazil Head of PR
Geisy Panisset Heineken® Brazil Data Specialist
Henrique Nunes Heineken® Brazil Games Specialist
Nabil Nasser Sr. Director Global Heineken® Brand
Agnieszka Gorecki Heineken® Global Communication Director Guilherme Retz Heineken® Global Communication Manager
Bruno Bertelli Global CEO LePub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy
Cristiana Boccassini LePub Global Chief Creative Officer
Mihnea Gheorghiu LePub Global Chief Creative Officer
Felipe Cury LePub Brazil Chief Creative Officer
Andrey Tyukavkin LePub Global Executive Creative Director
Greg Kickow LePub Brazil Creative Director
Yan Prado LePub Brazil Creative Director
Alex Adati LePub Brazil Creative Director
Stefano Zanoni LePub Creative Director
Roberto Ardigò LePub Associate Creative Director
David Casares LePub Copywriter
Paula Picin LePub Brazil Art Director Brazil
Eduardo Cometti LePub Brazil Copywriter Brazil
Isabella Cecconi LePub Global Head of PR & Communication Eleonora Botta LePub PR Manager
Ana Hernandez LePub Brazil General Manager
Jayme Neto LePub Brazil Business Director
Denise Frasseto LePub Brazil Project Director
Lucas Chagas LePub Brazil Account Manager
Suellen Agatha LePub Brazil Account Assistant
Ilaria Castiglioni LePub Group Account Director
Derek Muller LePub Global Account Director Coordination
Vittorio Cafiero LePub Head of Digital Production
Mauro Mazzei LePub Global Head of Creative Technology
Monica Radulescu LePub Global Strategy Director
James Moore LePub Global Strategy Director
Silvia Paes LePub Head of Strategy
Marilia Duran LePub Brazil Strategy Director
Fernanda Tiozo LePub Brazil Strategy Manager
Stephan Minucci LePub Brazil Strategy Analyst
Ilko Petkov LePub Global Data Strategist Director
Andrea Battista LePub Data Strategist Director
Francesca Zazzera LePub Global Chief Production Officer
Bruna Marchi LePub Brazil Producer
Beatriz Takahashi LePub Brazil Producer
Sabrina Sanfratello LePub Producer
Alessio Zazzera LePub Producer
Luca Lima LePub Brazil Executive Media Director
Leila Pereira LePub Brazil Media Director
Jussara Bezerra LePub Brazil Executive Media Manager
Gabriela Pereira LePub Brazil Executive Media Supervisor
PRODUCTION STUDIO : MONOGRID
Alice Di Giosio: Creative Designer
Valentina Trevisanello: Creative Lead
Simone Tecchia: Industrial Designer
Lorenzo Lastrucci: Industrial Designer
David Hartono: Team Lead
Giulia Niccolini: Producer
Davide Grigatti: Producer
