Carlsberg and Duval Guillaume decide to pull a prank on unsuspecting movie going couples. They filled the cinema with the baddest boys around, and left only two seats in the middle empty. The reactions are priceless, I especially like the pencil-necked guy who grabs onto his girlfriends arm as if he just wants to hide behind her. Those who did brave their way through the scary looking crowd - an older couple among them, little ol' ladies don't scare easily - were treated to a spotlight beam, a round of applause and a Carlsberg.

Ad agency: Duval Guillaume Modem, Brussels
Creatives: Koenraad Lefever , Dries De Wilde

Production: Monodot, Brussels
Director: Cecilia Verheyden
Producer: Tatiana Pierre

Creative Director: Geoffrey Hantson , Katrien Bottez

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.