How to turn a new tagline - That calls for a Carlsberg - into a meaningful, celebratory and contagious call to action? Establish the territory and create projects that activate a younger audience. Celebrating the spirit of courage in the everyday and momentous.
Inspire the world to live more courageously. A creative platform brings together personal projects within music, sports, art and tech, and invites our audience to submit their work. The audience votes for their favourite projects, and influential talent mash-up these projects across categories to make them bigger, and maybe even better.
People put their skills to the test with an interactive game that can be played anywhere - at bus stops, in bars, and even football matches.
All you need to play is a mobile and a screen. Beer connoisseurs compete for the ultimate prize - to train with the brewmaster in Denmark.
Carlsberg celebrates trending acts of courage in the world by 'dropping' a case of beer in select cities. The first person to find and grab it, redeems the round at his local.
People send auto-tuned messages to friends to celebrate big or small 'courageous' moments. Snap a picture, say a few words, and messages turn into tunes.