In Colombia, rising electricity costs have led many neighborhood shopkeepers to unplug their refrigerators to reduce expenses. But while this seems like a saving strategy, it actually consumes more energy over time. Commercial fridges are most efficient when they stay consistently connected and maintain a stable temperature. When unplugged, they lose thermal stability — and when turned back on, compressors must work harder to cool the internal air again, increasing energy consumption. For AB InBev and Aguila Light — a beer designed to be enjoyed ice-cold — this habit affected product quality, sales, and efficiency. So instead of simply telling shopkeepers to keep fridges on, we made the benefit tangible. We created frozen sculptures representing rewards from BEES, AB InBev’s B2B loyalty platform. Engineered to remain solid at -3°C — the ideal serving temperature — the sculptures would only survive if the fridge stayed connected. If unplugged, they melted. By turning energy efficiency into a visible, physical system, we aligned profitability, sustainability, and brand experience — all inside the refrigerator.