Taking a real break can be hard in the smartphone age. Amstel Bulgaria teamed up with digital creative agency Next-DC again to create a little incentive for people working in the center of Sofia, the country's capital. Last time, professionals were asked to lock away their phones for between 6 p.m. and 10 p.m. in exchange for a pint, This time around, those who took part in the beer brand's "Pause" were asked to stand in front of an Amstel vending machine doing nothing but clearing their minds for three full minutes. Then, and only then would a cold can of lager be dispensed.
The installation operated over a period of 16 days between the hours of 4 pm an 9 pm. An average of 84 people used it each day and a total of 1,344 beers were given out. The result was a total of 4,032 minutes (i.e. more than 67 hours) of rest.