The Mountain Experiment

Agency Network: 
September 2021


With anxiety levels sky high, Cerveza Patagonia carries out an experiment to reduce anxiety by immersing participants in the mountains.

Twenty participants with high levels of stress and anxiety were interviewed by a psychologist, then three participants were selected 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.

Integrated advertisement created by Beta Collective, Brazil for Patagonia, within the category: Alcoholic Drinks.

Advertising Agency: Beta Collective
Creative Director: Bernardo Tavares
Art Director: Victor Yves
Art Director: Victor Yves
Copywriter: Bernardo Tavares
Directors: Irmãos Meirelles
Production Company: Café Royal
Executive Producers: Moa Ramalho, Giovana Grigolin
Production Coordinators: Alex Missaka, Chélide Teixeira
Photography Direction: Juliano Dutra
1st Assistant Director: Julia Garcia
Production Direction: Matheus Mombelli, Pedro Aurélio
Post-Production And VFX: Hub VFX
Editors: Fábio Meirelles, Gabriel Azeredo
Post-Production: Luana Daminelli
Color Grading: Acaua Pastores
Casting Production: Fabi Freitas
Sound Production: Cordel Áudio
Original Music: André Caccia Bava
Sound Design: Henrique Meyer
Head Of Marketing: Daniel Silber
Brand Specialist: Eduardo Fernandes
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