Tuborg Squash Wash

Challenge
Tuborg Squash needed a comeback. But not by starting from scratch; by refreshing its iconic legacy in a way that speaks to 20-35 year-olds today. A generation bombarded with opinions on how to look and behave.

So where do we find them at their realest, most unfiltered selves? Festivals. After a night of dancing, warm beers and bad decisions, there’s one shared truth: everyone wakes up feeling squashed.

Insight
You know that moment; waking up in a 40-degree tent, head pounding, mouth like the Sahara desert, body sticky with sweat? All you want is to feel human again?

Idea
Squash Wash is a morning-after rescue mission for the most squashed festival-goers.

We’ll spread awareness about by handing out wetwipes on the festival promoting the competition and a call-to-action.

Friends nominate each other with #SquashWash, and our bathmaster and brand ambassador, Ansjosen, picks up the winners and their two best friends for a special treat at the Squash Wash lounge.

By showing up where participants need it most, Tuborg Squash reconnects with festival-goers through humour, generosity, and ice-cold refreshment.