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Bikers

Award: Wood Pencil

Wood Pencil / Digital Advertising / Web Films / 2012

The launch of Carlsberg’s new global strapline, ‘That calls for a Carlsberg’, positions Carlsberg as a reward for people showing courage. This web film shows how we promoted the brand through directly targeting the brave. A series of unsuspecting couples bought tickets at the Kineopolis Cinema in Brussels, only to find as they walked into the theatre that they were surrounded by hard-core bikers, and only two seats were left. Those that stayed were rewarded with a Carlsberg.

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