BEAT BOTTLE

ClientCARLSBERG GROUP / TUBORG
Category B02. Dimensional Mailing
TitleBEAT BOTTLE
Product/ServiceBEER
Entrant HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
Idea Creation HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
PR FUSE London, UNITED KINGDOM
Production BEYOND.IO Antwerp, BELGIUM
Credits
Name Company Position
Vsevolod Nikolaev Tuborg / Carlsberg Breweries A/S SVP, Chief Commercial Officer
Thomas Lohren Busch Tuborg / Carlsberg Breweries A/S Creative Advisor Consultant
Ashvin George Tuborg / Carlsberg Breweries A/S Global Marketing Manager-Tuborg
Chiara Mrugalla Tuborg / Carlsberg Breweries A/S International Commercial Graduate - Group Commercial
Karen Corrigan Happiness / an FCB alliance Executive Creative Management
Geoffrey Hantson Happiness / an FCB alliance Chief Creative Officer
Kris Hoet Happiness / an FCB alliance Chief Innovation Officer
Barbara Dzikanowice Happiness / an FCB alliance Creative Content Director
Elke Janssens Happiness / an FCB alliance Global Account Director
Laura Van Avondt Happiness / an FCB alliance Account Director
Eline Goethals Happiness / an FCB alliance Strategic Planner / Connectivity Planner
Tine Van Hasselt Happiness / an FCB alliance Account Manager
Catherine Hermans Happiness / an FCB alliance Concept Provider
Laurie Lacourt Happiness / an FCB alliance Concept Provider
Catherine Quadens Happiness / an FCB alliance Copywriter FR
Lennert Vedts Happiness / an FCB alliance Content Provider
Sophie Gunsbourg Happiness / an FCB alliance Agency Producer
Bart Vande Maele Happiness / an FCB alliance Make it Happener
Pascal Delfosse Happiness / an FCB alliance Print Producer
Frederik Draulans Happiness / an FCB alliance Graphic Design
Alexandra Carosielli Happiness / an FCB alliance DTP
Remke Faber Happiness / an FCB alliance Motion Design
Nick Van Puyvelde Happiness / an FCB alliance Motion Design
Seth Michielssen Happiness / an FCB alliance Motion Design
Simon Schuurman Happiness / an FCB alliance Motion Design
Jono Rayner Vice Account Director
Sam Wrench Vice Director
Jess Dunlap Vice DOP
Anner Tiete Beyond.io Product Development
Peter Baert Raygun Sound Engineer

The Campaign

To make sure that the new role of Tuborg within music culture will be clearly attributed to the brand we decided te-establish Tuborgs contribution from the bottle. Introducing: the Tuborg Beat Bottle. The beat bottle was endorsed by one of the most collaborative artists in the world: Major Lazer. To jumpstart the project Major Lazer crafted a Tuborg Beat. An open beat which served as a basis for other music artists to build upon. This Tuborg beat was then ‘bottled’ inside the Beat Bottle. From the outside the Beat Bottle looks any regular Tuborg beer bottle. Except that it’s Major Lazer branded. But when it’s opened you set free the Tuborg Beat. Only once. Once it’s out, it’s over.

Creative Execution

To jumpstart the project Major Lazer crafted a Tuborg Beat. An open beat which served as a basis for other music artists to build upon. So aim was to send the Tuborg Beat to artists all over the world, so they can create a track based on that beat. To transport that beat all over the world we created the Beat Bottle. To create the Beat Bottle we built a unique bottling machine. Designed and engineered with hardware and firmware, to bottle and seal the music in pressurised Major Lazer beer bottles. Thousands of Beat bottles were put into boxes and spread to music artists all over the world. With an invitation to collaborate, build upon and share the Tuborg beat.

Results

Hundreds of Music artists engaged. From local talent in Serbia. Or Italy. To big names like Badshah in India. Scriptonite in Russia. Chris Lee in China. And many more. Each of them creating a track based upon the Tuborg/Major Lazer beat and bringing their own sound and lyrics to the Tuborg beat. Combined over 100 unique pieces of content were created. Hitting media, blogs and social in all major markets.

In times of digital and technology, the Tuborg Beat is a very contemporary and collaborative idea that took of via a good old dimensional mailing. Because hey, in a world of virtual sometimes it feels good to get some real stuff in your hands.

All over the globe, hundreds of music artists, in all Tuborg markets, were targeted and received a box with an invitation to use the Tuborg beat and build upon. Obviously the bax contained few Beat Bottles. Inside there was no beer. It contained the Tuborg Beat. When opened the beat was released. Only once.