Polar is a regional beer brand, sold only in one Brazilian state, Rio Grande do Sul, where there is no tradition in Branded Entertainment. Generally, the brands chose to do traditional media campaigns, mostly on TV and newspaper ads.

We used a object you can find in any bar to fight a modern, yet annoying, behaviour. In a simple way, we added a totally new utility to the beer cooler.

Polar always stimulated people to interact and chat with friends. With the Nullifier, our product helped solving the problem of excessive digital awareness, while the beer got back were it belonged: center of the attentions.

We spread the Nullifier to many bars, where they became desired among consumers and beer lovers.

We reached more than 250 million people, 24 times the total population in the area that the beer is sold. In the whole project, we spent US$40,000, including research, production and media, but got free media in US$5 million value. Besides that, the seeding video was among the Top 10 most watched commercials in Brazilian Youtube in the month we launched it.

And although we never planned to sell the Nullifier thousand of consumers reached the brand willing to buy it.