Keen professionals in Bulgaria, much like their international peers, rarely take a break. They are in a constant hurry — both offline and online.
To persuade them to get some rest, we created Amstel Pause — the first installation that makes you do… nothing, and gives you beer in return.
Unlike other installations that ask users to dance, pay attention or do stuff, Amstel Pause just wants them to have a three minute break. And to enjoy a cool beer afterwards.
For 16 days, working from 16:00 to 21:00 o'clock in the busy center in Sofia, Amstel Pause collected:
— 4,032 minutes of break or more than 67 hours of rest for different people;
— Average of 84 users per day;
— Total of 1,344 beers given to people who do nothing;