“Standing up for a friend. That calls for a Carlsberg.”
Belgian agency Duval Guillaume and Carlsberg did this stunt to do loyalty test for best friends. To participate in the project were selected several young people placed in a very believable scenery gaming den with all related services as restaurants, snack bars, brothels, etc. They called their best friends in the middle of the night saying they lost in poker game and are in an urgent need to bring 300 Euro, otherwise it will be bad. The friends who made it at the end got applause and Carlsberg.
Agency: Duval Guillaume, Belgium