Carlsberg Ambient POKER by Duval Guillaume Modem Antwerp

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Industry Beers and Ciders
Media Ambient
Market Belgium
Agency Duval Guillaume Modem Antwerp
Director Cecilia Verheyden
Executive Creative Director Peter Ampe, Katrien Bottez
, Geoffrey Hantson
Art Director Koenraad Lefever
Copywriter Dries De Wilde
Editor Joris Vanden Berk
Released May 2013


Cannes Lions 2013
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: CARLSBERG
Product/Service: CARLSBERG

Executive Creative Director: Geoffrey Hantson/Katrien Bottez (Duval Guillaume)
Art Director: Koenraad Lefever (Duval Guillaume)
Copywriter: Dries De Wilde (Duval Guillaume)
Account Director: Elke Janssens (Duval Guillaume)
Account Manager: Bart Verschueren (Duval Guillaume)
Agency Producer: Marc Van Buggenhout (Duval Guillaume)
Digital Strategic Director: Kris Hoet (Duval Guillaume)
Conversation Manager: Maarten Van Herck (Duval Guillaume)
Director: Cecilia Verheyden (Monodot)
Executive Producer: Tatiana Pierre (Monodot)
Producers: Bo De Group/Charlotte Cotman (Monodot)
DOP: Pieter Van Alphen (Monodot)
Postproduction Manager: Frauke Dierickx (Monodot)
Editor: Joris Vanden Berk (Monodot)

Results and Effectiveness

The questions « what would you do to safe a friend in need ? » and « would my friends do that for me ? » not only lies in the heart of all conversations. The Carlsberg friendship test went around the world from the very start. The talk-value of the campaign was instant and the social video made the online and offline headliners instantly, gained over 4 million views and over 400.000 shares in its first week (still counting). After 2 weeks over 160 million people were reached and earned media was estimated over 4 million dollars (still counting).

Creative Execution

We positioned Carlsberg as a reward for close, very close, friends showing courage and standing up for their true mates when needed by conducting a reality-experience. Not with actors pretending to be friends, but with real friends in action : in the middle of the night we let a group of guys call their best friends to get them out of hoc of a poker night gone wrong. After explaining what’s at stake, each guy asks their best friend at the end of the line to bring 300 euro to the sketchy gangster dungeon where they’re being held captive. The live stunt was filmed and put on youtube to extend the conversation and make this experiment shareable.

Insights, Strategy and the Idea

1. Position Carlsberg as a reward for people showing courage.
2. Give new meaning and gravity to the whole tired concept of ‘friendship’ in the context of beer advertising.
Strategy: We didn’t flatly claim that Carlsberg is a reward for true mates standig up for a friend, we demonstred it and by doing so dramatically associating the brand not just to friends, but to friends who would practically kill for each other. Making it so much more than the average ‘social-friendship-beer’-ad. Witnessing such true friendship makes us question ourselves, and our own friends. It makes us wonder if any of our friends would do that for us.