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Tuborg – what do you mean, it’s a no go?


Kaktus Awards – Best Adapted International Integrated Campaign

We developed a campaign to showcase being "open to more" by removing prejudices, breaking down boundaries, and connecting the incompatible. Leveraging Tuborg's music platform, we provided fans with a unique experience. Through provocative content, we challenged fans to demonstrate their openness to breaking down walls between music genres.

We shattered established stereotypes by introducing a new campaign tagline: “What do you mean, it’s a no-go?” Celebrities were invited to share their guilty pleasure music, promoting the acceptance of diverse musical styles. Over 1,000 fans participated in the challenge. We also created seemingly incompatible musical collaborations, such as Coby and the Strings & Roses symphony orchestra, Bojana Vunturišević and Eyesburn, and the international collaboration of Marko Louis & Clean Bandit. These collaborations resulted in three hit songs, showcasing the collapse of borders.

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In 2019, Tuborg came out on top as the beer brand for young people. Sales increased by 26% compared to the same period last year, and Tuborg also recorded a 7% jump as a brand that sets trends. The songs made for the campaign have been played more than four million times on Youtube, over 300 times on local and national radio stations, and the campaign was mentioned more than 70 times on TV and radio, online, and in print