Carlsberg - beer as art - in night clubs

Challenge

With Carlsberg expanding their beer family, each brewmaster acts as an artist crafting a new style beer. Yet night clubbing kids still order "Just a Carlsberg" because the Brewmasters Collection is overlooked when going out.

Solution

Treat the beer itself as the art it is. With microscopic imaging of each style beer, hung as giant works of art in bars & night clubs. The Ale, the IPA, the stout, each beer looks quite different up really really close.

Result

Ads as conversation pieces, instead of just ads. Bartenders could point to the art and say "this beer, tastes like that."