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;
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