• D&AD Festival
    24-26 April, London
  • 24-26 April, London
Get Your Pass
  • Loading…


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.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your 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.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again