Tuborg
Advertising, Art Direction
2009
TV campaign that supports personal freedom. It encourages people like Filip to live like they please.
  • Tuborg
    The world of Martin, Filip & Gustav
  • Martin launched the new Tuborg bottle and a long lineup of likeminded friends.

  • In a market becoming increasingly saturated with beer ads showcasting the group-of-friends-in-a-bar-doing-something-funny or the-purest-beer-comes-from-the-mountains, Tuborg was slowly losing its leader position. A packaging revamp was planned but communication needed to lead the change.

    Young people get bored soon with seeing the same kind of stories and don't necessarily relate with the low quality humour used in ordinary beer ads. Their friends don't run away from their wifes to the bar - they are not married! They are not part of a soccer team - they don't even watch games on tv! They are free personalities, that conduct themselves disregarding rules and social conventions.

    Tuborg encourages you to fully be whoever you are. Go now.

    Awards

    Tuborg beer became again the number one choice of young people. The 2008 campaign was the year's favorite beer campaign all around the country. Filip was voted third best TV ad of the year at the BestAds competition and went to be shortlisted at Goldendrum, the most important advertising festival in Eastern Europe.

  • Filip inspired a viral frenzy: people started replacing with F the first letter of many words or sending in examples of what F things they like.