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Tuborg Launches New Global Campaign with an Influencer Powered Chat Bot



Tuborg has created a Chatbot that invites users into the lives of celebrities and influencers as part of a new global campaign.

The Open Lives ChatBot helps people explore their own city through the eyes of another person, taking them to bars, gigs and hidden locations they might never have experienced. All powered by local Tuborg influencers and celebrities, and hosted on Facebook Messenger.

It’s part of a new brand positioning “Open to more since 1880” – a celebration of Tuborg’s belief that the power of an open attitude and spirit adds value to all our lives, especially in a world where people can feel increasingly disconnected.

The campaign is also launched with a 30 second film that celebrates the people we meet over a lifetime. It focuses on the value that can be gained from being open to meeting new people and embracing the experiences they bring you; from those who become our best friends, to ones we share a first kiss with and then those who take us to new places.

With the campaign Tuborg hopes to re-define fun for a new generation of consumers, ultimately inspiring them to celebrate the life experiences they can gain while sharing a Tuborg with someone.

Russell Jones, VP of Core Beer at Carlsberg says: “Tuborg is growing rapidly all over the world, and with our newest campaign we aim to take Tuborg to the next level and give consumers even better experiences.’

It’s the first work from Grey London who won the global account in August 2017. Jimmy Blom, Deputy ECD at Grey London says: “Working on a heritage beer brand like Tuborg is always a privilege. Not only did we have the opportunity to create a thought provoking film about making the most out of every single person you meet, but with Tuborg’s progressive attitude to mobile and social media, we could let our concept cross over into real life.’

The TVC will be rolled out in various key markets around the world, and the Chatbot launches first in Serbia in April, before being released globally. The brand campaign is also supported by bespoke social activity and a shopper marketing campaign.

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Above+Beyond Brings Cheese Lovers’ Dreams to Life in New Work for Pilgrims Choice



Cheese-loving consumers will soon see their dreams turned into advertising in a new integrated advertising campaign for Ornua UK-owned cheddar brand Pilgrims Choice, created by Above+Beyond.

The TV launch film, “Charlie’s Dream”, blends live performance, puppetry and CGI to recreate a consumer’s real dream, which was one of many dreams sourced from cheese lovers across the UK. The ad kicks off “Cheese Dreams”, an integrated campaign for Pilgrims Choice, which is the UK’s number two branded cheddar. The strategy was inspired by research into the naturally occurring amino acids in cheese, which indicates that the idea of eating cheese at night leading to vivid, unusual dreams may be more than an old wives’ tale; and that a strong cheddar is more likely to have this effect.

The film shows a dreamer who finds their arms growing incredibly long until they are able to reach through the sky to a restaurant nestling in the clouds, which they then grab and put on their head, like a very strange helmet. Inside is a tiny pub, where a pirate whose beard is made from socks sits before a very cheesy feast – including a cheeseburger and cheese on toast that are both able to walk around.

The social and out-of-home campaign breaks on 21 May, followed by TV at the beginning of June as part of a major push that also includes print and in-store promotions. For the social element, consumers will be invited to submit their own cheese-fuelled dreams for a chance to see them turned into animated .gifs.

Michael Harper, Marketing Director at Ornua UK, said: “This new campaign brings fun and excitement to the cheddar category, in a way that only a challenger brand can. By making the bold link between cheddar and dreams, Pilgrims Choice will earn a significant share of voice, not just in the category, but in culture. This is exactly the audience-led approach we were hoping for from Above+Beyond.”

David Billing, Chief Creative Officer at Above+Beyond, said: “For Pilgrims Choice, we have come up with a truly audience-in campaign, creating a cultural connection between the brand and cheese lovers. And it’s been an incredible thing, putting these weird stories generated by real people’s subconsciouses, not the pens of creatives, on screen. The passion and ingenuity put in by the team who have made the dream into a reality (of sorts!) really shines through in this stand-out film, which we can’t wait for audiences to see.”

Along with the TV ad and other campaign assets, Above+Beyond has created a ‘making of’ film, showing how much work went into creating the sets, puppets and miniature pub.

Media for the campaign is by Yonder.

Credits
Client: Ornua UK
Agency: Above+Beyond
Production co: Blinkink
Director: Joseph Mann
Co-Director: Rune Spaans
Executive Producer: Bart Yates
Producer: Matt Marsh
Post production Blinkink
Sound design: Scramble
Media: Yonder

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