In guy-speak, to have courage means to have balls.
And which country in Asia has the most courage/balls? This campaign challenges consumers to be more courageous and celebrates their daily acts of courage. Most importantly, it gives them a platform to prove that they (and by extension their country) has the biggest balls in Asia.
The campaign begins with a contest and, as a reward for courageous consumers, culminates in the launch party of Carlsberg’s new bottle.
Courage/balls are represented by installations of inflatable spheres to indicate how courageous a country is. This is a fun and irreverent way to engage beer-drinking consumers on the subject of courage.