1. NETWORKED MEDIA Alex Moore Carolina Torres

2. OBJECTIVE To boost Carlsberg’s awareness as a fun, popular brand.

3. TACTIC Target men who enjoy nights out with mates.

4. INSIGHT ‘Men! When you fancy a night out with the lads, first you need to get rid of the missus’.

5. STRATEGY Help them to generate a nice excuse ready for their ladies.

6. IDEA Carlsberg don’t make excuses. If we did, they would probably be the best excuses in the world.

8. CARLSBERG DON’T MAKE EXCUSES EXECUTION Print Probably the best lager in the world

9. CARLSBERG DON’T MAKE EXCUSES EXECUTION Print Probably the best lager in the world

10. CARLSBERG DON’T MAKE EXCUSES Probably the best lager in the world

11. CARLSBERG DON’T MAKE EXCUSES Probably the best lager in the world

12. CARLSBERG DON’T MAKE EXCUSES Probably the best lager in the world

13. CARLSBERG DON’T MAKE EXCUSES Probably the best lager in the world

14. EXECUTION Print * The best excuses published on FB will be printed on the beer labelsand mats.

15. EXECUTION Print *For commuter journeys (bus, tube, daily newspapers – paid and free) *For late night transport (night buses, taxis)

16. EXECUTION Ambient. Make your excuse become real Using the best excuses, fake set for alibi photo (office, conference, library scenes) positioned outside lively nightspots.

17. EXECUTION Online * Wherewereyoulastnight.com * Alibi.com

18. EXECUTION Apps * Excuse Generator Who/where/when/weather * Her Night Out

19. EXECUTION Facebook ‘What the best/worst/craziest excuse you’ve ever used?’.