Leverage the insight that plants respond to sound by inviting consumers to broadcast their voices to hops. This turns drinkers into participants and embeds the brand in an experiential process

“Soundpils” allows consumers to speak directly to hops through a sound-box installation in Berlin, transmitting their voices to a hop field in Hallertau. The result: a limited-edition beer brewed with those tuned hops

Install a public audio booth where passers-by talk to hops; stream the audio to a farm; harvest the special hops; brew the Soundpils; launch online and via digital channels.