Cooler, "The official beer for total chill", was planning to communicate its positioning online - a place which is, ironically, exactly the opposite of chill. With dozens of open tabs, apps and blinking notifications, our online audience was being bombarded with messages any given second. So the question was: how can we grab their attention in such a crowded environment?

The solution: ask them what they expect less, which is to do absolutely nothing for 3 full minutes. Was it easy or not? Click below to find out.