2013 Results

CAT 21 - Consumer Direct (DM)


Paim Comunicação (BRAZIL)

Ambev, Polar Beer: "Polar Cell Phone Nullifier"21-02879-DM

Agency (& City): Paim Comunicação, Porto Alegre

Creative Director(s): Rodrigo Pinto, Carlos Thunm

Copywriter(s): Márcio Blank, Rodrigo Rocha

Art Director(s): José Pedro Bortolini

Photographer(s): Complex Studio Image

Production Company (& City): TGD Filmes

Film Director(s): Guilherme Petry

Agency Producer(s): Ana Paula Luce, Juliana de Barros Lima, Lucas Holderbaum

Graphic Design: José Pedro Bortolini

Head of Digital: Willian Zanette

Art Buyer(s): Marta Mendonça, Alexandro Souza, Daniela Pertille

Account Maneger(s): Daniela Flores, Mariana Balestra

Media Buyer(s): Claudia Mello, Patricia Angeletti

Account Planning: Eduardo Flores, Henrique Scholz

Short explanation

There’s nothing more annoying than going to a bar with your friends and watching as they can’t take their eyes off their smart phones. This is why Polar beer created the definitive solution to this worldwide problem. The Polar Cell Phone Nullifier. A cooler that in addition to keeping the beer ice-cold, blocks 3G, 4G, Wi-Fi and GSM signals to any device within a 1.5 meter radius. The average size of a bar table in Brazil.
When people ordered a bottle of Polar, the waiter would bring it inside the Nullifier and explain the idea. That way, everybody at the table was directly impacted in a fun and surprising way. And once again, they would be able to interact more with their friends and less with gadgets. Just like in the old days.


Polar is an Export quality beer, a beverage best enjoyed ice-cold. The product is sold exclusively in a single Brazilian state, Rio Grande do Sul. In its campaigns, it has always encouraged personal interaction and bar conversation.