After understanding that in Buenos Aires, house parties can be more successful than discos, but its only enemy is “the day after” cleanup, where the last thing people want to do next morning is to sweep the floor off. Wesley Beer solved this issue by creating ““Airbeernb””, the first 100% disposable department, entirely made of cardboard tables, lamps, racks, paintings, plants and then to make it an unforgettable experience. That way people could enjoy the night to its fullest with well-frozen beer and forget about the cleanup moment. Creating this way, the first department in the world where people didn´t say “don´t stand there”, “keep your feet of the sofa” or "be careful with that vase”.

Starting a day before San Patrick’s, we covered a whole apartment with cardboard and created customized recyclable furniture also completely made with cardboard in a Buenos Aires skyscraper with an excellent location. After finding out about our initiative through our social media campaign, people could find the apartment in Airbnb, rent it for the symbolic amount of 200 pesos (less than ten bucks) and go have the night of their lives. People danced, drank beer, shared pictures and videos in social media and had fun with friends. We also invited influencers who enjoyed the parties and helped us spread the message. After each party, we could grab the cardboard, put it in the recycling bin, and start all over. The initiative lasted a month and, during this time, hundreds of “porteños” (people from Buenos Aires) could enjoy all the upsides of a flat party without any of the downsides.

With this campaign, Wesley Brewery had an organic reach on social media of 1 million people, plus an influencer earned coverage that reach more than 6 million users. In terms of reservations, all parties were booked in less than 2 days and we got to make 10 parties in just 1 month, meaning there where more than 1600 guests in our Wesley ““Airbeernb”” 100% disposable department.