Ok this is a bit off with our editorial line, but since we thought the idea was so clever, we are happy to underline the great work of our creative friends from ad agency Rethink Canada.

To celebrate the launch of Old Style Pilsner for the Québec market, the crew built a “tiny bar” for the local community fishermen on ice of L’Anse-Saint-Jean near Tadoussac. Every winter, 200 of them gather on the frozen fjord and build their tiny houses to fish some 900 ft below the surface, sometimes even catching sharks from Greenland.

You can watch the official video on Old Style Pilsner Facebook page. Below are pictures from the set provided by Rethink Agency. Thanks to Xavier Blais, copywriter at Rethink for the tip!

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