I don’t know about you but I identified myself immediately with this situation. Clever way to do sampling and product tasting. (?)
It’s got a Bronze Lion at Cannes in the Outdoor category and it’s got shorlisted in the Promo and Activation category. Would it have had a promotion attached or a coupon for free real sampling, it could have won there and in Direct too.
Simple idea coming out of pure observation. It seems obvious once you’ve seen it, and there lies the surprise.