Most public creative campaigns require some kind of participation. Things like dancing, show a passport, participate in a staring competition or just give your tie away are some of the many examples out there. More often than not, you're required to complete an action or stunt so you can receive something in return, which is why this attempt from Amstel is rather refreshing.
Bulgarian agency NEXT-DC has taken this concept and turned it on its head with a unique vending machine. Basically stand in front of it and do nothing for three minutes and you get a beer. The idea is that Amstel is helping you to take a break and help clear your head after a long day. After seeing numerous examples of brands getting people to do crazy stunts, it's nice to see one that thinks differently. Sometimes less really is more.
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