Have a beer break with Amstel

Taking a break from work is easy. But try taking a break from using your phone, listening to music or chatting to your friends and suddenly it becomes a whole new ball game.

Agency Next-DC Sofia recently encouraged the capital's workforce to do just that with an interesting installation in the form of a beer vending machine rewarding customers for their calmness and patience.

Faced with the machine, users were tasked to stand on the spot for three minutes before being rewarded with a can of Amstel for their trouble.

In theory, the challenge should be a walk in the park but with so many distractions in today's connected world, the campaign addressed the idea that sometimes, we just need some alone time away from it all - and if can sink a beer with it, even better!