Grolsch – Awake Your Curiosity Experiment

Awake is the kind of festival that wants to disconnect people from multitasking and let them reconnect with themselves through cultural activities. As sponsor of the Romanian festival, beer brand Grolsch wanted to illustrate how important it is to press pause and reconnect with ourselves from time to time. In the Awake Your Curiosity Experiment – provoked by Grolsch – festivalgoers brains were scanned by neuroheadsets while listening to music and while confronted with urban noise. The result was transformed into visuals drawn by their brains.