Fill Up Your Beer Glass with the Power of Your Mind

The More You Focus, The More Beer You Get

Published on Jul 09, 2013

Editor's Pick

South African beer brand Castle Light jumps on the bandwagon of mind-controlled tech with a draft beer that is poured at the speed of thought. The "Extra Cold Mind Reader," developed by agency Hellocomputer, asked people to put on an EEG headset, then got them to think about "extra cold." The headset doesn't exactly read their mind per se, but measures conscious thought. The stronger the person's focus, the more beer goes into their glass. 

The environment around the users challenged them as well, with interactive lighting, cold and hot air effects distracting them from their focus. 

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Jul 09, 2013
Castle Lite

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.