Carlsberg’s Euro 2016 Campaign Culminates with Epic Fruit Machine Stunt

As Euro 2016 comes to a close, official sponsor Carlsberg has released ‘Fruit Machine’, the final instalment in its series of films created in conjunction with Fold 7 and ENVY Advertising.

The film is the fifth from a campaign that saw Carlsberg give away free tickets and prizes to fans across a series of humorous stunts.

‘Fruit Machine’ sees Carlsberg surprising unsuspecting pub goers with a uniquely customised slot machine that dispenses literal versions of the slot symbols. Customers get more than they bargain for when dozens of lemons, oranges, and even watermelons come tumbling out of the machine. Lucky patrons who manage to line up all three 7s are rewarded with official England soccer merchandise, whilst those who get three diamonds win actual jewellery. 

Culminating with free pints of Carlsberg being won for the whole pub amidst confetti and cheers, the celebratory spirit of the Euros is roused in the most familiar of British public settings. This highly innovative spin on a classic pub activity engages with the British public’s love of football and draws strangers together to celebrate the highly anticipated sporting event. 

Brought onto the project by Fold 7, ENVY Advertising carried out post work, including the grade, throughout the campaign. Danny Wood, Colourist at ENVY Advertising, comments: “We kept all of the Carlsberg films feeling bright and fresh to mirror the tone of the ads. London is full of green so we used a lot of the natural environment to pull that Carlsberg green through to marry up the films.”

James Trimming: “A jolly set of films embodying the giving nature of Londoners, and the very giving nature of Carlsberg, via some humorous setups. It was brilliant to worn on these with Fold 7 and I’m looking forward to our next collaboration.”

‘Fruit Machine’ is the final film in the Carlsberg Euros series that kicked off with ‘Giving for Getting’, where members of the public were asked whether they would give up 90 minutes of their time for their country. Those who agreed were gifted with tickets to the Euros. Sky Sports pundit, Chris Kamara, has also been involved in the ‘Seat for Seat’ film for the campaign; disguised as an elderly man, he gifted Euros tickets to people who gave up their seat for him on the London underground. 

The films for the campaign centre around situations where loyal fans are rewarded with Euro-related prizes for their engagement with brand events.