Brief Explanation

CHALLENGE Carlsberg Chill is #2 but lags behind the 'King', Budweiser. As a challenger, we need innovative ways to engage our audience to grow brand preference and sales. SOLUTION Our target drinkers are avid football fans, frustrated that China wouldn't be competing in South Africa. Chill's brand idea is 'stand up for fun', so we decided to give Chinese football fans some of that winning feeling. We seeded 3 viral videos showing China defeating some of the best team on China's terms. The release of each film coincided with actual matches accompanied with captions such as, “Argentina in shock loss”.