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In line with the Carlsberg brand’s cross-portfolio campaign, More was tasked with creating a unique, chilled experience at the festival, which was situated within the brand's 'Tuborg Town' area of the festival.
Festival-goers were invited to step inside a giant Tuborg fridge door and through cool vapour to enter the zone. Inside was an ice-themed bar where up-and-coming acoustic artistes performed.
Guests were also encouraged to take a selfie at the Ice Blast experience, which captured a shot while a powerful air jet blew into the poser’s face. The photo could then be instantly shared through social media, with those using the hashtag #borntobechilled entering the chance to have their photos displayed on the screens of the main stage.
More first brought the activation to Calling Festival, London, on 28-29 June, and has also confirmed an appearance at Reading festival on 22-24 August.
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