Take Cool to the next level with Carlsberg! Contest Ended

Start October 14, 2011 End November 03, 2011 23:59 UTC Deliberation Results December 2011
October 14, 2011
November 03, 2011 23:59 UTC
December 2011
Take Cool to the next level with Carlsberg!


Hi, I am Scott, I am a 25 years old marketing executive and I live in Hong Kong. I love eating with my friends, my brand new iPad and just hanging out with my gang. I always love a challenge and I’m always keen to explore new experiences, especially those that take me a bit out of my comfort zone.

I am a keen photographer too and my girlfriend thinks I am getting good at it. My friends and I pretty much share the same interests. When I am with my friends, we like to have fun, talk about arts, travel, music, stuff we like and girls of course!

We watch the latest movie, go to cool bars, attend music gigs, and be part of great parties; we also visit art galleries and attend the latest exhibitions! But to be honest we are getting a bit bored as all these activities feel pretty much the same after a while.


What if Carlsberg could reinvent Scott and his friends' favorite pastimes and take cool to the next level?

Unleash your creativity to make Scott and his friends' pastimes more exciting: Choose one of their favourite activities and tell us what event Carlsberg could create around it to make the event so extraordinary, exciting, cool and memorable that they will talk about it for ages... and never get bored of it!

Think about how Carlsberg could create a unique, never seen before experience in entertainment, movies, music... that would take Scott and his friend’s out of their comfort zone and make Scott's jaw drop to the floor with amazement and excitement.

FORMAT: Video, animation, pictures, sketches, storyboards, any visual medium that will allow you to describe an extraordinary, cool and exciting Carlsberg experience for Scott and his friends.

Winning Criteria:

Carlsberg is looking for new ideas to sponsor, organize and transform entertainment, movie and music events in a never seen before way, so don't suggest a giant Carlsberg bottle and giving away free beers as an extraordinary idea. This is your opportunity to reinvent the experience of movie watching, attending arts and cultural happenings, parties and music gigs. Make our jaw drop and make Carlsberg say: “Wow! That’s cool! I'll never have thought of that.”


- Carlsberg is a beer for people who are contemporary, confident, exciting and cool. Make sure your idea appeal to them.
- Go wild. We want to see very cool, extraordinary ideas; events that will make people want to do anything to be a part of!
- While the persona, Scott, is male, your idea must also be attractive to Scott’s female friends. (i.e., it should not be a male centric idea)
- Your idea should appeal audiences between 20 to 29, who can afford and value an international and premium brand like Carlsberg. So be sure not to go too young or too old in your idea, it needs to appeal to both a 29 and a 20 yr old.
- Your entries should not be specifically catered to Hong Kong residents. Think about what Carlsberg can do for youths who are living in metropolitan Asian cities such as Singapore, Kuala Lumpur, Bangkok and etc.
- Entries to be in English, Chinese, Bahasa Indonesia or Korean.

1st Prize: EUR 2,500
2nd Prize: EUR 1,000
3rd - 5th Prize: EUR 500 each


Start Date: 14 October 2011, 6:00 PM (GMT)
End Date: 3 November 2011, 11:59 PM (GMT)


Contestants undertake to submit creative and original works.
Contestants warrant that they hold all rights upon submitted works and warrant that the use of the works in the contest does not violate any third parties' rights.
Contestants acknowledge that in case of breach of these rules, the organizer shall be entitled to deem their participation and the prize granting as void.


Jury's Prize

  • #1 Prize €2,500
  • #2 Prize €1,000
  • #3 Prize €500
  • #4 Prize €500
  • #5 Prize €500