THE MOUNTAIN EXPERIMENT
With anxiety levels sky high, Cerveza Patagonia carries out an experiment to reduce anxiety by immersing participants in the mountains.
My role: creative direction/ concept / scriptwriting / copywriting
The initiative with the greatest repercussion about the World Water Day.
20 persons with high levels of stress and anxiety were interviewed by a psychologist. Then 3 of them were sent to spend a week in wood cabins in the mountain city of Cambará do Sul, in the South of Brazil. Their levels of patience, sleep quality, fatigue, irritability, self-criticism, and compulsive eating were measured before, during, and after the experiment.