The Brief
Tuborg wanted ideas that would build awareness and understanding of the brand among its core audience, using the theme of 'Live Unleashed'.
"Living Unleashed is about being open for new experiences and the spirit of adventure and most importantly, being open to fun.
At the tender age of 18-24, this is the time of our consumer’s lives, the time to have fun and be open to new experiences. Living Unleashed is an attitude and way of life that we applaud.
The target audience were 18 - 24 adults. They were fun loving, spontaeous, loved socialising and music.
The Idea
As laid out in the brief, the audiene were spontaneous, loved socialising and music. So of course, it was vital that the campaign ticked all of these boxes. So I created a campaign that was very festival based, focusing on socialising and music making Tuborg the ideal choice for festivals. The chosen two festivals for this campaign were Glastonbury and Reading & Leeds, with plans that if the campaign was successful it could continue to other festivals.
To promote the festivals and Tuborg as the festival beer, I created limited edition packaging, reflecting the festival and the audience.
Glastonbury:
On the side of the can was a temperature gague, which told people the temperature of their beer inside and when it was at the right temperature for drinking. This was determined by various songs, or lyrics from well known songs, from NERD and Jamiroquai to No Doubt, tieing in with the audiences love of music.
A piece of direct mail was also created, informing people about Tuborg, the festival and Tuborgs tips on how to keep your beer cool and chilled while at the festival.
On the side of the box packaging I also created a guide to keeping your Tuborg chilled at the festival, as another link to tie all the idea together.
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