Probably the most winnable quiz the world.

To celebrate 170 years of Carlsberg and stay true to the brand platform ‘Probably the best beer in the world’, we created our very own pub quiz, ’Probably the most winnable quiz in the world’. The quiz provided free beers to all who entered and it was also our opportunity to resurrect and salute Carlsberg’s founder, JC Jacobson. Skål!


Hype video

We created a short animation detailing how to enter the quiz and win probably the best prizes on offer.


JC-Bot Jacobson

Introducing JC-Bot Jacobson – the bot behind the man, behind the quiz, behind the beer. A mixture of all knowing wisdom, Danish happiness and a dash of humorous wit. JC-Bot Jacobson is a resurrection of the founder in the form of a chatbot; he makes the quiz experience rewarding beyond the prizes on offer and even more winnable.


The Carlsberg quiz guide

‘Probably the most winnable quiz in the world’ was made even more winnable with the help of the Carlsberg quiz guide. We flew the Australian Carlsberg ambassador, Jason Dundas (TV host and loveable media personality) to Copenhagen on a whirlwind trip to offer quiz participants tips and clues to help them win prizes worth winning.

Establishing the Quiz Guide

The hop leaf

Inventing the PH scale

Glyptotek art museum

Danish Open Sandwiches (Smørrebrød)

The Danish of getting around

All work © Andy Roberts 2017.