In a world that’s always pulling at your attention and piling on the pressure, feeling present isn’t easy. For Gen Z, the weight is especially heavy — with over 50% saying they’re too stressed to even pursue fun experiences. In a new global campaign, created with Copenhagen-based agency Worth Your While, beer brand Tuborg is offering this generation a way out of the noise and into the music: by inviting them to ‘Feel The Drop’.
Launching today, ‘Feel The Drop’ aims to ignite a fresh beat to life through a global multimedia campaign that taps into youth subcultures via the transformative power of music: specifically, the pivotal moment when the beat drops.
The campaign is led by a 30-second hero film which elevates this raw, universal moment of shared emotion to dramatic effect. Opening on a vibrant festival scene. In the middle of the crowd, one person stands out glued to their phone, missing the moment. Then, on stage, the DJ cracks open a bottle of Tuborg. The distinctive sound of the bottle top ‘pop’ ignites a beat drop so powerful that it becomes a forcefield spreading through the crowd and beyond, shocking people out of scrolling, games and other everyday distractions and into the moment.
Alongside the video, Feel The Drop introduces a signature visual language based on people’s raw, imperfect, sweaty and euphoric expression when they experience ‘The Drop’ of the music. These are captured across OOH, digital, and PR assets, celebrating authenticity over perfection and emotion over performance.
As a universally shared moment that transcends language and geography, ‘The Drop’ is a unifying audio, social, and visual trigger across all campaign elements, bridging multiple markets around the globe in Asia and Europe.
Created in collaboration with UK social agency, We Are Social, ‘Feel the Drop’ is set to run for one year. The campaign spans TV, video on demand, and global and local social media platforms. Accompanying the hero film are a series of DOOH and OOH elements, in-store and trade activations and various social influencer activations featuring celebrities Gai, Vinida Wengand and Gali in China and cult rapper B Ray in Vietnam.
Jack Calderwood, Global Marketing Manager, Tuborg said: “Now more than ever, fun and connection matter. Music has the power to unite us, turning ordinary moments into unforgettable shared experiences – something Tuborg has always championed. We’re excited to launch ‘Feel The Drop’, a celebration of the excitement, sense of freedom and release that only music can bring.”
Carl Angelo, Creative Director & Founding Partner at Worth Your While, added: “We didn’t build a campaign to tell people what to do. We built a feeling. One that lives in the bass, in the chaos, in the crack of a bottle cap. The drop isn’t just sound – it’s a shift. A rupture in the noise. It’s a moment of release. A pulse of freedom. And maybe even a way back to themselves.”
