Many creatives know that plenty of great campaigns are dreamed up at the bar -- but mixing work and alcohol is becoming increasingly frowned-upon. Undeterred, creatives at CP&B Copenhagen were inspired by a recent study from the University of Illinois at Chicago, which found when reaching an alcohol level of 0.075%, the average man produces the most creative thinking. (That's just shy, BTW, of being legally drunk at .08%). According to the agency, this "is considered the ideal state for problem solving, inventing and general "out of the box" thinking."
The agency has therefore invented "Problem Solver Beer" -- a beer that helps you find that exact level of alcohol, thanks to a handy indicator on the bottle. The Indian pale ale is currently served during after-hours workshops at the agency, at a local Copenhagen beer store and at sessions called "The Problem Solvers" in which community and charity groups are invited to the agency to brainstorm ideas over a beer. But only, presumably, the one beer.