Don't Drink And Boat

Agency: BCW

Carlsberg Sweden: Don't Drink And Boat


Drinking alcohol at sea is dangerous. More than every second person who dies in boating accidents in Sweden has alcohol in their blood.

To remind people to abstain from alcohol at sea, Carlsberg Sweden installed an underwater bar in vacation hotspot of Smögen on the Swedish West Coast.
It symbolizes the last round on the bottom of the sea, because this is where those who are boating under the influence risk ending up.

The full-sized bar comes fully equipped with bar counter, bar stools, neon signs, beer fridge and taps, and a menu of solely non-alcoholic beers.

For a limited time, visitors can view the underwater bar, and dive down for a round of non-alcoholic beer on the bottom of the ocean.

The campaign include an online film, print ads, on-trade materials and a PR-activation.

This professional campaign titled 'Don't Drink And Boat' was published in Sweden in July, 2022. It was created for the brand: Carlsberg, by ad agency: BCW. This Experiential, Film, and Print media campaign is related to the Alcoholic Drinks industry and contains 5 media assets. It was submitted about 1 year ago by Copywriter: Niklas Adamsson of BCW.


Client: Carlsberg Sweden
Communications manager: Henric Byström

 BCW Stockholm
Creative Director: Axel Bringel
Copywriter: Niklas Adamsson
Art Director: Frida Söderberg
Project manager: Mikael Åkerström

Client lead/Copywriter: Jonas Eriksson
PR-specialist: Rami Sharaya

PR-specialist: Alice Elfström

PR-specialist: Elias Westring

Cinematography: Kjetil C. Astrup
Film editor: Hannes Hollender
Colorist: Miles Lembke
Sound editor: Jonathan Olofsson
VFX: Mattias Oliveira e Silva
Retoucher: Daniel Lindlöf


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