Shopkeepers had to keep Águila Light’s frozen rewards from melting

A reward could disappear inside a shopkeeper’s refrigerator. For Águila Light’s “Unmelting Loyalty” campaign in Colombia, miniature frozen sculptures represented prizes that retailers could earn by keeping the figures intact.

The condition connected the reward to something the brand needed every day. Shopkeepers had to keep their refrigerators running and their beer cold.

Created by DAVID Bogotá, the campaign appeared in the 2025 awards circuit before earning a D&AD Wood Pencil in 2026. Its central idea made refrigeration part of the incentive itself.

The fridge switch became a loyalty decision

The campaign addressed a retail habit. Some shopkeepers disconnected their beer refrigerators because they believed doing so would reduce electricity costs.

For the brand, that decision affected how its product reached the customer. Refrigerators were already in stores, but keeping them connected remained a daily choice for the people running those businesses.

The frozen sculptures gave that choice an immediate consequence. Preserving a figure meant preserving the possibility of receiving the prize it represented.

This put the incentive in the same place as the behaviour it depended on. Every time a shopkeeper opened the refrigerator, the sculpture could serve as a reminder of what was at stake.

A frozen figure stood in for a future prize

The miniatures represented rewards including a truck of beer, a jukebox and cash. They were designed to hold their shape at -3°C, linking their condition to the cold environment the campaign wanted shopkeepers to maintain.

Each figure acted as a physical promise. An intact sculpture meant the reward remained within reach. Melting made the consequence of warming visible.

The idea gave temperature a form that could be checked at a glance. A requirement that might otherwise sit in instructions became an object retailers had a reason to protect.

It also gave the reward a role before it was handed over. The miniature kept the future prize present during the challenge, turning the waiting period into part of participation.

BEES connected the physical challenge to validation

The campaign used BEES, AB InBev’s business-to-business platform, to validate daily photographs of the sculptures. Field teams also supported checks in rural areas.

That connected the objects inside refrigerators to the existing relationship between the brand and its retail partners. Shopkeepers maintained the figures, while the validation process recorded their condition.

“Unmelting Loyalty” placed a fragile representation of a reward beside the product whose quality depended on cold. Protecting one meant maintaining the conditions for the other.

Credits

Unmelting Loyalty. Brand Águila Light. Client Bavaria / AB InBev, Colombia. Agency DAVID Bogotá. Global Chief Creative Officer Pancho Cassis. Creative Director Jonathan Rodríguez. Senior Copywriters Sebastian Tellez, Sara Paz and Nicolás Téllez. Senior Art Directors Juan Manuel Linares, Leonardo Moreno, Roger Gonzalez, Andrés Torres and Gabriela Vega. Motion Designer Juan Riva de Neira. Managing Director Juan Pablo García. Planning Director Carmen De Ureña. Award D&AD Wood Pencil, Experiential, 2026.