The recently revived tourism campaign I Am Canadian wasn’t created by Tourism Canada, but instead is the work of Molson Brewery, Canada’s oldest beer maker ( and second oldest business after the famed Hudson Bay Company). Molson’s clever, but self-promotional, campaign placed refrigerators full of beer in public spaces around Europe and filmed locals trying to open them. The catch to unlocking the fridges: find someone with a Canadian passport. Refreshing, eh?