Carlsberg stunts with bikers in cinema

148 bad boys. 2 seats left. What would you do?

The brief

To launch Carlsberg's new global strapline 'That calls for a Carlsberg' (positioning Carlsberg as a reward for people showing courage) in Belgium, we set up a series of cinema stunts.

Execution

Unsuspecting couples bought cinema tickets, only to find as they walked into the theater that they were surrounded by hardcore bikers. Many couples walked straight out, but those brave enough to take their seats were rewarded by cheers and a bottle of Carlsbergs the strapline flashed up on the screen.

Result

In a few weeks, the viral film - made from the live stunt - featured on countless blogs and news sites all over the world, was viewed over 16.000.000 times on Youtube, got more than 2.000.000 Facebook shares, ... Resulting in a gross reach of more than 150.000.000 free contacts. And on increase in share of choice from 1% to 35%. And we're still counting.

Awards

  • Cannes Lions 2012, Gold in Promo & Activation
  • Cannes Lions 2012, Gold in Outdoor
  • Cannes Lions 2012, Gold in Media
  • Cannes Lions 2012, Silver in Film
  • Cannes Lions 2012, Silver in PR
  • Eurobest 2012, Gold
  • Eurobest 2012, Silver
  • Eurobest 2012, Silver
  • Eurobest 2012, Silver
  • Eurobest 2012, Bronze
  • Eurobest 2012, Bronze
  • Eurobest 2012, Bronze
  • IAB Mixx Awards 2012, Gold
  • London International Awards 2012, Silver
  • London International Awards 2012, Bronze
  • London International Awards 2012, Bronze
  • Caples Awards, Gold
  • D&AD: in book
  • Oneshow, Silver

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