Client
When
Category
AWARDS & RECOGINITION
EUROBEST [SHORTLIST] /EPICA [BRONZE] /EUROPEAN EXCELLENCE AWARDS [GOLD] /SPINN [NOMINATION]
Intro
Two years before the hot dog stand, the same underlying question was on the table: how do you make hourly electricity pricing feel real to people who have never thought about it? The answer started with a question that sounded like a joke. What if a beer was priced like electricity, and tasted a little like it too?
Challange
Hourly electricity pricing is a smart idea wrapped in a topic most people would rather avoid. The work needed to bypass the lecture entirely. It had to land in a context people already enjoyed, with a product they already understood, and let the comparison do the explaining on its own.
Process
We brewed an actual beer whose price moved with the spot market in real time, then made it taste electric using Sichuan pepper, cayenne, and ginger. Suddenly kilowatt-hours were small talk. My role was 3D generalist, animator, designer, and music producer, building the campaign visuals in Blender through a mix of kitbashing and custom modelling, and producing the music that gave the work its tone.
Results
5,000 bottles sold out in three weeks. 99% of them were bought when electricity was at its cheapest, a small but telling proof that people actually understood the concept. The campaign drove 30,000 site visits and contributed to a 20% increase in customer growth. The work was recognised with a European Excellence Awards Gold, an Epica Bronze, and a Eurobest shortlist.