Title | BEAT BOTTLE |
Brand | CARLSBERG GROUP / TUBORG |
Product/Service | BEER |
Category |
F01. Artist as a Ambassador for a Brand or a Cause |
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
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.
Hundreds of Music artists engaged. From local talent in Servia. 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.
Tuborg has always been linked to music in the past. But the music space drastically evolved. So Tuborg needed to re-establish its role within youth music culture. They decided to do so via a unique experience, endorsed by one of the most collaborative artists in the word: Major Lazer.
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.