Each year, beer mega corporations such as MillerCoors and Anheuser-Busch InBev spend hundreds of millions of dollars in advertising, focusing mainly on how to deceive consumers into thinking their beer is palatable (and let’s not forget, cold and “refreshing“).

Even with their years of overbearing advertising, they have never thought of something as ingenious as a small beer company located in Northern Argentina.

Teaming up with advertising company Saatchi & Saatchi, Norte Beer Company embarked on an advertising campaign dubbed as the "best excuse ever to go to the bar." For each Norte beer purchased, one minute of “good deeds” would be logged. After accruing a substantial amount of minutes, the time would go toward activities beneficial to the environment and communities across Northern Argentina.

The cause took off and over 50,000 minutes were accumulated, and spent planting trees, improving parks, painting schools and cleaning up various other areas in communities and the environment.

Related Articles:

Mixology Lesson with Positano Coast + Living Social