BRYAN N.C.T

AGENCY'S TASK

Tuborg marketing strategy in China has always been targeting to the younger 90s generation. Because this is an untap area to build its loyal base in compare to the more mature market, where Calsberg will be tackling. And the open window is none other then the music scene.

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IDEA EXECUTION

Because of China's 1 child policy, the insight that we discover for the 90s child is that they are kinda... lonely, always have a strong desire to break-out, to be in a group, have fun... but couldn't do it, because the family expectation is high (career, future) the family heirloom. Pressure is there and music is a good channel to release the pressure.

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乐神经 means the happy nerve, and 乐 itself has a triple meaning: Tuborg乐堡, Music音乐, Happy 快乐. So the moment when someone drinks Tuborg, you got the free ticket to be just yourself, with no one judging, and everyone celebrating this freedom and joy with you.

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And as per the campaign promise, you get to do all the crazy stuffs like tattoo, shout-out, human wave surfing or simply go naked (someone actually did that). On top of that, the Consumer gets to vote for the activities with every purchase of Tuborg.

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Last but not lease, safe drinking will always be our top priority.

MY ROLE (Creative Lead)

• Concept & Ideation

• Art Direction

• Design & Craft

• Presentation