Bikers

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.