DB Breweries from New Zealand created the machine as a way to create sand for construction companies to eliminate the amount of sand taken from beaches. This reminds me of the Weinberg reading from class which evaluates creativity in the form of problem-solving.
DB Breweries saw the need to reduce beach erosion (something that I'm a smaller Island such as New Zealand notices greatly) and used that motivation to fuel the creative process and deliver an ingenious product. One can also presume that the company was motivated by the commercial aspects of releasing such a creative, environmentally responsible machine and advertising the social, fun uses for it (I mean who doesn't want to drink a beer and then see the bottle turn to sand, almost as if by magic?).
Through the creation of this machine, DB Breweries breaks away from past, traditional marketing strategies, as well as past approaches to saving beaches in order to create a unique and effective solution.
I hope to see more creative endeavors like this in the future with less commercial motivation.