Carlsberg was celebrating its 170th anniversary and wanted to involve its customers in the brand’s many important initiatives throughout the years. To show Carlsberg’s impact, we needed to focus on quality and how the brand has evolved.

Through drone footage, we invited users to explore some of the places where Carlsberg made its mark on Danish history. The user could control their drone’s route on the campaign’s dedicated website, and were given the power to regulate the speed of the “flight”.

During the first week of the campaign, we had 36,000 visitors with 93% unique users. Today, the Carlsberg Foundation still use the DEX to show the impact of Carlsberg in Copenhagen.