Toronto-based craft brewing company Steam Whistle is tapping into its inner Willy Wonka with the company’s first OOH campaign in recent years.

With media and creative done in-house, the campaign, which is running on TSAs in Toronto, tells consumers they have a chance to find a solid gold opener under their bottle caps.

“In a lot of ways we think of the roundhouse as a cathedral to beer and we think there are a lot of similarities between Willy Wonka and our brand, so we are borrowing from [it] for this campaign,” Tim McLaughlin, brand manager, Steam Whistle, tells MiC. “You can’t enjoy Steam Whistle without a bottle opener, so we created the ultimate one made of solid gold.”

The campaign, which targets adults aged 25 to 35, is also being supported with radio ads produced by Pirate Radio running in key cities, like Ottawa, London, Kingston and Calgary.