SalvaVida is the number one beer in Honduras, and the brand's claim is: "The beer that brings us together". Lately it hasn’t worked like this, our consumers still get together at bars but some of them are more interested in their cellphones than having fun with their friends.

Our challenge was clear, get this people to let go of their cellphones so they can interact with their real friends, so the brand delivers its claim.

We discovered that there is only one thing more satisfying than holding your beloved smartphone: holding an ice cold free SalvaVida. Because of this, we had to step up to bring friends back together.

We created Social Refill: Docks were placed at bars. Each consisted of a beer mug filled up with a unique liquid that doesn’t damage any electronic device, a technology developed by 3M called Novec 1230. People were asked to drop off their phones and automatically the app started running. If the owner didn’t touch his phone for 30 minutes he would be rewarded with a free SalvaVida.

Everybody was back in the real world celebrating with real friends. Beer humiliated the smartphone. Social Refill got people to ignore their phones so friendship could be refilled. And more important for us, we brought friends back together.

Results:

80% of cellphones ignored.

Up to now 5,000 free beers have been claimed.

Social Refill became a "must have" for nightclubs and bars.

And most important for us, we brought friends back together.