Amstel Pause
An advertising installation that asks you to do: nothing

Challenge
Relaunch Amstel on the Bulgarian market as the beer for keen professionals and their leisure time.
Problem
Keen professionals can’t take a proper break even after work – they stay connected to the office or are in a constant rush.
To inspire people to take a break, we created an installation that asks them to do… nothing!

Step 1
Push the button
to start

Step 2
Don’t move, sensors
capture your every move

Step 3
After 3 minutes the
bell will ring

Step 4
That’s it, you get
an Amstel Beer!
“All we can say is that if we were Kit Kat, we’d be pretty pissed that we didn’t do this first.”

“A seeming Homer Simpson dream machine”


Featured in

Awards & recognition
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FARA 2013Gold, Product Campaign
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FARA 2013Gold, One-to-One Communication
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FARA 2013Gold, Ambient Campaign