‘Always Say Yes’ is a new global campaign for the brand aimed at positioning the Carlsberg-owned lager as "relentlessly curious" to build stronger links with its target consumers’ lifestyles.
The work, which uses the strapline, ‘Never miss out. Just say Yes’, is inspired by the ‘Fear of missing out’ (FOMO) cultural trend.
The ad dramatises a man’s decision-making journey about whether or not to go out in a stylised and surreal way, with interactive cutaways to the goose and the beer based on whether viewers choose to say 'yes' or 'no' to them.
Client: Massimo Di Dia, VP international premium brands, Carlsberg Group
Agency: Sid Lee