Tuborg for Channel 4

Carlsberg wanted to appeal to the younger end of the market with their Tuborg larger.

In collaboration with Universal Music, we set up a competition for Channel 4 viewers to win the opportunity to make a music video for LMFAO’s upcoming release.

Viewers had to submit the best short videos that they’d directed. Entries were whittled down to a top 10 and invited to London for the Tuborg 24-Hour Music Video Challenge, where they were given 24 hours to make an LMFAO music video. Content was created following the budding directors around London as they begged and borrowed from some of the biggest editing houses in the capital to try and gain an edge over the others.

Final voting was held via Skype link with LMFAO and the CMO of Carlsberg. The winner was flown out to Las Vegas to make LMFAO’s latest music video, which was broadcast in a Premier ad break takeover on Channel 4 at 9pm on a Friday night.

The campaign went on to win an award at Promax.