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Carlsberg special build billboard in Lisbon, JCDecaux Portugal, 2018-10

Concept

As part of “The Danish Way” campaign, Carlsberg teamed up with JCDecaux to create a unique cycling journey experience ‘From Copenhagen to Lisbon’ on a large format in Lisbon, deepening the connection between the beer brand culture from its roots and Portuguese passers-by.
Carlsberg special build billboard in Lisbon with bicycles, JCDecaux Portugal, 2018-10

To share Carlsberg’s core branding message on the Danish philosophy of life, which focuses on living an enjoyable and balanced lifestyle, JCDecaux Portugal installed two bicycles in front of the billboards, moving around between each one.

Carlsberg special build billboard in Lisbon with bicycles, JCDecaux Portugal, 2018-10

Passers-by were astonished by the eye-catching city scene on the background and the customised moving bicycles circling in between the billboards.

 

Impact

People take pictures of the Carlsberg special build billboard in Lisbon with bicycles, JCDecaux Portugal, 2018-10

Passers-by were actively taking photos and videos of this campaign, and shared them on social media, it successfully communicated the re-branding message of Carlsberg, and most importantly, it sparkled up a creative atmosphere in the city and lightened up the daily commute of passers-by.