The launch of Carlsberg’s new globalstrapline, ‘That calls for a Carlsberg’,positions Carlsberg as a reward for people showing courage. This web film shows howwe 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 onlytwo seats were left. Those that stayed were rewarded with a Carlsberg.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.