The Mystery Fridge

Of the five million Canadian households paying rent each month, 53% don’t have tenant insurance because it’s not mandatory – meaning over two million people don’t have coverage. With “Mystery Fridge,” Belairdirect Car and Home Insurance aimed to capture this market on a single day – Moving Day in Quebec on July 1, when all leases for renters expire. belairdirect staged the ultimate moving catastrophe on one of Montreal’s busiest streets: a fridge that fell from the third floor onto a car parked below. It didn’t take long for the image to spread across social media, causing Gen Z and Millennials to start talking about insurance online on their own. One of Quebec’s famous singer/songwriters used the image for his upcoming tour. Even moving companies used the image in their ads. When a news channel arrived to cover the story, belairdirect revealed itself with a banner on a nearby moving truck.

Credits

SID LEE

Executive Creative Director: Alex Bernier
EVP, Head of Creative: Jean-François Dumais

Creative Director: Alexandre Pellerin, Alexis Caron-Côté
Art Director: Félix-Antoine Brunet
Copywriter: Olivier Goulet-Lafond, Alexis Caron-Côté
Group Account Director: Nardjes Rouighi
Account Executive: Gaëlle Paquet, Éric-Alexandre Simard
Executive Producer: Vanessa Gervais
Production Coordinator: Camille Nadeau

PARADES

Executive Producer: Jean-René Parenteau

Producer & Partner: Guillaume Dubois

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