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By The Drum Team, Editorial

September 26, 2011 | 1 min read

Carlsberg has run a social experiment in a cinema in Belgium to support its new tagline: ‘That calls for a Carlsberg’.

The campaign, created by Belgian agency Duval Guillaume, features couples walking into a cinema screening to find the room full of bikers, with the only two spare seats right in the middle of them all.

It follows the reactions of the couples: some of them leaving the room, others taking the seats. Those who sit down are rewarded with a bottle of Carlsberg.

The recording was shown as an advert is Belgium.

Carlsberg Duval Guillaume

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