ASIA-PACIFIC – SINGAPORE, MARCH 13, 2013 – Carlsberg, one of the world’s leading beer brands, has released its new online campaign, “Carlsberg puts friendship to the test”. The new online film has a twist to the tag line “That calls for a Carlsberg” through a real life, high drama set-up caught on hidden cameras.
Carlsberg puts friendship to the test by placing volunteers’ unsuspecting friends in the ultimate, dramatic and nerve-wracking situation. Receiving a call in the middle of the night by their best friend who finds himself in a sticky situation during a game of poker, they’re asked, “How far would they go for a friend?”
The chosen victims must hand over €300 (S$486.70) to save their mate from a dangerous poker game but a series of challenges unfold, calling on them to muster all their courage to see just how far they will go to stand up for their friend. The video ends with the challenge being revealed for what it is – an elaborate test of true friendship, where people who have stood up for their friends were rewarded with a surprise party with Carlsberg.
“Though this campaign, we want to encourage and inspire our consumers to live more courageously,” said Bernard Yeo, head of marketing, Carlsberg Singapore. “In true Carlsberg style, reward comes to those who persevere and go the extra mile to unbottle their inner courage.”
In conjunction with the launch, Carlsberg Singapore will also be rolling out a Facebook application on April 1, 2013 which will put friendships to the test.
Creative Director: Geoffrey Hantson, Katrien Bottez
Art Director: Koenraad Lefever
Copywriter: Dries De Wilde
Account Director: Elke Janssens
Account Manager: Bart Verschueren
Agency Producer: Marc Van Buggenhout
Digital Strategic Director: Kris Hoet
Conversation Manager: Maarten Van Herck
Production Company: Monodot
Director: Cecilia Verheyden
Executive Producer: Tatiana Pierre
Producers: Bo De Group, Charlotte Cotman
DOP: Pieter van Alphen
Postproduction Manager: Frauke Dierickx
Editor: Joris Vanden Berk
Sound studio: Sonicville
Post production company: Grid Brussels
