To target beer fanatics, the first Georgian craft beer 34 was launched at a shocking price tag - 34 Laris ($17) a bottle (20x real price). Overpriced bottles were used to find the most devoted beer lovers who’d stop at nothing to get a taste of the special new drink. To reward such unstoppable love of beer, the agency tracked down the first brave customers and crafted statues of them that were displayed in the middle of the city (and online) as the price went down to normal.