Lg2’s work for microbrewery Farnham Ale & Lager has played on the idea of being “a bit bitter,” and to much acclaim. But the agency’s new work takes that idea from being a bit bitter, to very, very bitter.

At the Festibière de Québec beer festival this summer, Lg2 set up a vending machine that gave visitors one of four varieties of Farnham for free. How bitter of a beer the person got depended on how bitter they were, which was measured by how loud they could yell at the machine. We find it hard to believe someone could really feel that bitter knowing they have free beer coming, but watch as that promise brings out primal screams in everyone from young adults to people who look old enough to play cards with your grandmother.

[iframe_youtube video = “QnUyoI5u62w”]

This might be the first time yelling at a vending machine actually has a happy ending.

Credits:

Brand: Farnham Ale & Lager
Agency: Lg2
Creative Director: Luc Du Sault 
Copywriter: Nicolas Boisvert 
Art Director: Vincent Bernard 
Account Service: Sandie Lafleur, Isabelle Miville, Roxanne Dupont 
Production Director: Julie Pichette 
Infographic: David Boivin 
Video: Nova Movie – David Poulin, Simon Bouchard 
Engineering: Sébastien Bolduc 
Sound: Studio Expression – Jerome Boiteau