GROLSCH AWAKE EXPERIMENT

ClientURSUS BREWERIES
Category G02. Branded Tech Offline
TitleGROLSCH AWAKE EXPERIMENT
Product/ServiceGROLSCH
Entrant KUBIS INTERACTIVE Bucharest, ROMANIA
Idea Creation KUBIS INTERACTIVE Bucharest, ROMANIA
Media Placement MEDIA INTERACTIVE Bucharest, ROMANIA
Media Placement 2 MEDIA INTERACTIVE Bucharest, ROMANIA
Production KUBIS INTERACTIVE Bucharest, ROMANIA
Credits
Name Company Position
Laura Nedelschi Kubis Interactive Creative Director
Carina Toma Kubis Interactive Senior Copywriter
Cristina Schitco Kubis Interactive Group Account Director
Diana Patriche Kubis Interactive Account Manager
Luana Roth Kubis Interactive Planner
Florin Busuioc Kubis Interactive Art Director
Cristina Gherman Ursus Breweries Global Brands Director
Georgiana Bercu Ursus Breweries Brand Manager
Alina Ivan Kubis Interactive AV Director
Ionut Avadanei Kubis Interactive DP / Colorist
Marian Ciungu Kubis Interactive Editor
Irina Petrovici Kubis Interactive Community Manager
Aural Eye Aural Eye Neuroheadsets / Visual
Millo Simulov Spider Director

The Campaign

An unconventional experiment powered by neuroscience’s tools that transforms each person’s brainwaves into visual art. We developed a special installation that consists of neuroheadsets, eye masks and the most important emotions generator, music, in order to make people re-connect to themselves.

Creative Execution

In our experiment, we used neuroscience to transform each person’s brainwaves into visual art. A famous Romanian band, Vita de Vie held a live music show for 14 blindfolded participants of the experiment and the neuro-headsets specialists measured the emotional impact of the music. While the band was singing, on the walls above the subjects we see their brainwaves transformed intro visual art. In the middle of the experiment, we introduced daily life sounds as sms notifications, phone calls or emails alerts that quickly disrupted their concentration as in a regular life. As a consequence of their mental disconnection, the participants’ brains stopped drawing After that, the people were asked to only take their blindfolds off, so that they could also see the amazing things they were doing with their brains. To amplify our story, we video-documented our experiment and spread it in social media.

Our video documentary summed up 281 652 minutes as 95% target reached with 40% organic 315% increase brand mentions in social media. Ours story registered 8 Million PR impressions per week and 10 Million Media impressions.

TARGET: THE MULTI-TASKERS Grolsch addresses the creative minds of modern days. They are the multi-taskers, permanently connected on Facebook, Instagram, Email, Basecamp and so on. Smartphone is the tool for their permanent “connection-ship”, the facilitator of all experiences: from concerts’ pictures, real time time work project feedbacks or food porn. INSIGHT: MUSIC IS THE MENTAL ENERGY Our people forget to really listen, feel and enjoy life without any interruptions. But in this crowded mental setting they have a powerful ally, “a way out” alternative: music. Music is a companion for busy days as well as a mental energy enhancer. APPROACH: TRANSFORM MUSIC INTO THE ENERGY OF RECONNECTION TO YOURSELF. Grolsch builds on music as a way to re-connect with your inner emotions. Because music has the power to awake us if we are ready to take our time and not only hear, but actually listen.