The old adage that nothing in life is free doesn’t hold true in the case of Amstel Pause, a vending machine that doled out free beer in exchange for nothing—literally, the act of doing nothing. The installation targeted busy professionals and offered them one free Amstel beer in return for doing nothing for three minutes.
For 16 days the vending machine sat in the center of Sofia. An average of 84 participants a day hit pause and took 4,032 minutes of collective break time. A total of 1,344 beers were rewarded as a result.
The installation was a partnership between Amstel Bulgaria and the creative agency Next-DC. You can watch the video to see the reception of and reaction to the installment.