Beginning April 5, Carlsberg beer is on a mission to unbottle the courage that brews in all of Sweden. According to the brand, Swedes are “the most reserved people on the planet.” Keeping that in mind, the agency, Åkestam Holst created “Unbottle Yourself,” a competition in the form of a social app for the iPhone and Android.
The goal? To find and reward Sweden’s most courageous, since once downloaded the app includes over 500 kooky missions, each representing a social challenge. For example, mission #446 instructs contestants to “place water bottles in a line on the floor and race between them like you are a ski pro.” All 500 missions must be completed to become one of the ten finalists who will win the ultimate party weekend in Hong Kong. Along the way other challenges can be checked off for instant rewards, and if you’re the first to complete them, submit the photo or video evidence for the Carlsberg social team to approve. Many missions require contestants to use smartphone video features or social media to succeed.