It turns out beer not only makes you think others are better
looking, funnier, and more interesting - it also makes you more creative.
looking, funnier, and more interesting - it also makes you more creative.
In fact, University of Illinois at Chicago professor
Jennifer Wiley has found that the average person produces his or her most
creative thinking with an alcohol level of 0.075 percent, According to Fast
Company. Known as the creative peak, it's considered the ideal state for
problem solving, inventing and generally coming up with great ideas.
Jennifer Wiley has found that the average person produces his or her most
creative thinking with an alcohol level of 0.075 percent, According to Fast
Company. Known as the creative peak, it's considered the ideal state for
problem solving, inventing and generally coming up with great ideas.
Image via
Fastcocreate.com
Fastcocreate.com
Agency CP+B Copenhagen took Wiley's research to the next
level, working with Rocket Brewing to engineer a beer that enables the
average person to reach the 0.075 percent. This new beer, "The Problem
Solver,' is a craft IPA featuring a bottle indicator to find your creative
peak. However, keep in mind that the
agency does offer a note of caution: "Enjoying the right amount will
enhance your creative thinking. Drinking more will probably do exactly the
opposite."
level, working with Rocket Brewing to engineer a beer that enables the
average person to reach the 0.075 percent. This new beer, "The Problem
Solver,' is a craft IPA featuring a bottle indicator to find your creative
peak. However, keep in mind that the
agency does offer a note of caution: "Enjoying the right amount will
enhance your creative thinking. Drinking more will probably do exactly the
opposite."
"We have often experienced that the best creative
ideas, that we have come up with, are not necessarily done within the agency
walls, but often at after-hours social gatherings at our local pub," said CP+B
Copenhagen Managing Director Mathias Birkvad. "As an agency we believe
that creative thinking can solve any problem. So why not take the idea a step
further and use the beer to do something good?"
ideas, that we have come up with, are not necessarily done within the agency
walls, but often at after-hours social gatherings at our local pub," said CP+B
Copenhagen Managing Director Mathias Birkvad. "As an agency we believe
that creative thinking can solve any problem. So why not take the idea a step
further and use the beer to do something good?"
About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, Digital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, Digital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.