Open Up

Pressure is everywhere, release should be too. Open Up is a campaign centred around breaking the social conventions limiting Gen-Z from connecting authentically and being themselves. Featuring a first-of-its-kind split six-pack containing both alcoholic and non-alcoholic beer side by side. Paired with conversation prompts under the iconic Tuborg pull-tab bottle caps that encourage drinkers to open up and get real with each other. Open Up transforms the act of opening the bottle into a ritual of release that brings young people together: just Pop. Clink. Spill.