Carlsberg's 'Breathalyzela' Only Works if You Drink Responsibly
Banned or not, the Vuvuzela has become an icon of football fandom. Now for the UEFA Euro, Carlsberg is bringing back the somewhat irritating horn for a good cause. To help fans celebrate responsibly, Carlsberg has invented the “Breathalyzela” – a re-engineered vuvuzela that will only play its notorious tune if the user’s alcohol level is below the binge drinking limit.
Created in conjunction with CP+B Copenhagen, the Breathalyzela is an engaging way to show that if you’ve had one too many, it becomes harder to support your team when it really matters. And in order to start a dialogue around responsible drinking, Carlsberg shipped the Breathalyzela to France to be used in the Euro Fanzones.
Creative Director: Kristoffer Gandsager, Mattias Berg
Copywriter: Niklas Moberg, Gustav Johansson
Art Director: Kris Bengtsson
Designer: Martin Klein Sorensen
Creative Agency: CP+B Copenhagen
Strategy Director: Mathias Birkvad
Project Manager: Sofia Brockenhuus-Schack
Senior Art Director: Mark Rif Torbensen, Cathrine Understrup
Production Company: Nobody Film
Producer: Niels Kau
Directors: Dalibor Sandic
Category: Alcoholic drinks , Beers
Genre: Creative technology