The older we get, the harder it becomes to make time for our friends. Plans often end in cancellations, and the time we used to spent together is now consumed by careers, family life, hedge trimming, and all the other duties of everyday life. That’s why Tuborg Classic – through a surprising BTL activation powered by artificial intelligence – set out to bring friends back together.
In an age where new technologies and artificial intelligence are taking up more and more space, Tuborg Classic wanted to remind Danes of the value of real friends and genuine friendships. Disguised as an ironic – and slightly dystopian – campaign for the fictional company Cyborg Technologies, the idea introduced a new cloning technology that makes it possible to replace your friends with an artificial Buddy Double who, unlike real friends, never cancels. The message, of course, is the exact opposite: that you should pick up the phone and call your real friend – because chances are, they miss you too. Just like Tuborg Classic, nothing beats the real thing.
Besides point-of-sale materials, the campaign’s primary setting is on the back of 3 million Tuborg Classic cans. Designed as a tempting ad for The Buddy Double, it invites people to “clone” their friend by scanning the QR code on the can, which leads directly to the promo film. The film was created entirely with AI – not because it was faster or cheaper, but because in this case, using AI was quite symbolic in itself, reinforcing the contrast between the authentic and the artificial.
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