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Carlsberg Beer 

How do you target beer drinkers when your TV budget is smaller than your competitor’s radio budget? 

If you can't outspend them, then you have to outthink them. Namely, a 360 degree plan behind the idea of "Drinking with a World of Friends." In the case of the TV, we used stock video instead of a shoot and created two versions of one of the spots for similar but unique messages. (If you wish our current politics was in a better state, then be sure to watch spot #3, Politcal Parties.)

The campaign included cable TV spots, a faux passport drop in NY, Chicago and LA to share drinking traditions around the world, along with events in these markets at sports bars during the World Cup.