We rarely take a break.

Especially if you’re working in an office, you might be in a constant hurry. In the few minutes you’re not in front of the computer, you’re playing with your Smartphone. Never do you take a real break, a real pause. We are either slaves to work or to the Smartphone.

Amstel Pause is a super cool installation in Sofia, Bulgaria, that makes you do nothing, and in return you’ll get a beer. How awesome is that!
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.

Watch this video to get the gist of it:

Did it work? Yep…

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;

amstel pause undigitize.me

Well kudos to Amstel

It’s not the first time this brand is helping us to cope with our Smartphone addiction. Remember the cool wardrobes for mobile phones in bars?

I can’t wait for it to get to my city. I always preferred my beer with doing nothing at the same time. It’s bad for my diet, but really good for my Digital Diet 😉

// Lior Frenkel