Would you bail out a friend at 3am?

by thewheatandthechaff


What would you do to help a friend in dire need? That question lies at the heart of the latest campaign for Carlsberg. In order to find out, however, a dire need had to be put in place.

Created by Duval Guillaume Modem, masters of experiential stunt marketing, the latest from Carlsberg begins with a fake poker game gone bad. In a scenario straight out of a Guy Ritchie movie, a group of bros have to call a friend one at a time to get them out of hoc at a shady back-alley poker room. Oh yeah, and these phone calls all take place in the middle of the night.