It can be hard to take time away from your work especially in the middle of a deadline, but nothing relieves stress or ignites new ideas better than a short break. To persuade people to steal away, Amstel Bulgaria and creative agency Next-DC created ‘Amstel Pause’, a vending machine rewarding people with free beer for doing nothing. Unlike other brand street executions that ask passersby to trade Facebook likes, draw or even yawn, Amstel encouraged thirsty participants to take a three minute break to clear their minds.
An average of 84 people took part each day with a total of 1,344 beers dispensed, resulting in 4,032 minutes (more than 67 hours) of rest. Watch the free beer vending machine in action below.