THE IDEA

The activity, created by Pablo, is part of the company’s third annual "Rich list" campaign, which challenges the meaning of wealth.


THE EXPERIENCE

A social experiment experience that challenges peoples preconception of wealth and what it means to be rich toured to London, Manchester and Edinburgh.
THE HYPE

The experience took consumers through a number of tests to challenge their preconceptions of wealth. As they went through the different stages, the brand tracked their responses using RFID technology and then told them whether they are motivated by experiences or material goods.


MAKE IT BIGGER

The experience was picked up by the press and influencers who attended to take the test and try out the latest San Miguel products.
Vans