Agency: Mercury360
Brand: Grolsch
Copywriter: Cristian Scurtu
Art Director: Alexandru Malaescu
Creative Director: Liviu Turcanu
Account Manager: Cristina Badea

Brief:
- Howdy, fellas, how are you? My name is Grolsch and I am a beer from Holland.
- Hi Grolsch, what's up with you?
- I am the proud sponsor of experimentalists since 1615 and I want you to launch me  in Romania. I am a beer for all those young hearts that enjoy being creative and stay open minded.
- How about a party like nobody has seen before here? You'll melt your target with this.
- Say what?
- We'll make the first subway party in Romania! We'll bring the best urban artists to decorate our party area. And this is not all: cool DJs, outstanding VJs and digital art will turn the metro station into The Real Underground Party!
-Sounds great! Let's do this shit!




It happened on the night of 27'th/28'th of May 2010. It started at 23.59PM and eneded at 04.00 AM



Here's a few pictures with different party elements
There was tons of beer so a "don't drink and drive" message needed to be there:
What happened after the party:
-hundreds of blogs wrote about it (even foreign blogs)
-thousands of pictures filled the internet
-lots of national magazines, TV stations, newspapers and online newspapers covered the party (that was free media for Grolsch).
TheRealUndergroundParty
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TheRealUndergroundParty

GROLSCH beer launch party in Romania - First subway party in Bucharest
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Creative Fields