Cannes Lions
SAATCHI & SAATCHI, Buenos Aires / AB INBEV / 2017
Awards:
Overview
Entries
Credits
Description
Experts agree that to serve the perfect beer you must tilt the glass to a 45-degree angle. That’s the only way you can get the right beer head. But not many people are aware of this or ignore it.
That’s why Andes Beer decided to educate their consumers on the proper way to serve beer.
With the help of natural mountain slopes, we built a bar where tables, chairs, counter, kegerator, and of course the whole place, were tilted so that each beer could be easily poured into the glass at the right angle.
Andes BAR 45 - The world’s first leaning bar.
A huge near-impossible challenge of engineering and architecture, fighting against extreme temperatures, wind, snow, and of course, gravity, in the search of the perfect beer.
Because there’s nowhere like the Andes to pour a perfect Andes.
Execution
During April we designed and put together the bar’s blueprints.
Between May-June 2016 before the first snows, we built the 80m2 bar (861ft2) on a mountain in Mendoza, in the Andes. It was a long and complicated process because of the unfavorable weather conditions.
In June, we advertised the bar’s construction throughout the entire province of Mendoza on TV, outdoor and social media causing a great deal of anticipation and word of mouth. This also worked as an excuse to start educating our consumers about the way of serving the perfect beer.
The bar finally opened its doors in July along with the ski season, and ever since, it has become the main media, given the conversation it ignited in the whole province.
Andes BAR45 has already become part of the mountain’s landscape and a tourist attraction where people in Mendoza can still go grab a perfectly served beer.
Outcome
It’s the first tilted bar in the world.
People have traveled over 180 km (100 miles) to see it.
It’s become the area’s main tourist attraction.
Conversation on social media grew +47%, reaching 80% of our target audience.
Shares on the fanpage increased 6-fold compared to the average.
All the photos shared by people at the bar were completely organic.
Over 28,800 pints were perfectly poured during just the first month.
Miraculously, there were 0% accidents, slips or falls.
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