The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show - Direct Marketing

The Legally Binding Beer Contract

Agency Åkestam Holst NoA / Stockholm

Client Norrlands Guld
BACK TO RESULTS

Annual ID

OS_DI20_081M

About the Work

In an article from February 2012 The New York Times fittingly labeled our latest decade “The golden age of bailing”. These days anyone can cancel on you last second, no big deal, right? Well for Norrlands Guld, a beer brand all about bringing people together, it was a big deal – so we decided to end this half-hearted behavior once and for all. Collaborating with leading Swedish law firm Synch Law we brewed up the world’s first Beer Contract, attempting to transform all those “let´s grab a beer sometimes” into a legally binding ”yes”. Friends could create a contract in minutes online, picking a date, time and place, and then sign it with Mobile BankID - Sweden’s electronic citizen identification solution. If someone rainchecks after signing the contract, they’ll have to pay a fine of $50, and you also had the legal option to take them to court. The Legally Binding Beer Contract was launched via an integrated campaign and was picked up by major media in both Sweden and abroad, varying from Unilad and ABC News, to Global Legal Post and The Beer Bible. During the 6-week campaign period over 30 000 legally binding contracts were signed.