Images Brandon Lim
Last year, Carlsberg had overwhelming response with their debut of “Where’s The Party?” and this year, they raised the bar by hosting another spectacular party for more than 2000 revellers. This time around, the exclusive invitation-only party was held in Shah Alam, in Carlsberg Malaysia’s Brewery. How fitting! The party was equipped to make sure the guests had the time of their lives. Party goers got the chance to relive their childhoods thanks to the amusement theme-park that was specially erected within the brewery. A ferris wheel, a pirate ship and a carousel made the evening quite magical. Well, that, and free flow of Carlsberg beer!
The highlight of the party was the Sky Ride, which gave partygoers the exhilarating experience of being buoyed by a hot air balloon. Carlsberg really went all out, even employing circus acts like stilt walkers, unicyclists, jugglers and balloon sculptors to catapult consumers into their wildest childhood dreams. Group challenge games were organized to engage all partygoers and create a community spirit among them.
In the wee hours of the morning, Carlsberg kept the crowd going when they presented a smorgasbord of performances by international DJs, renowned rappers, bands and musicians. Locally acclaimed performers Dennis Lau and Shawn Lee, Korean star Lee An, rapper/Managing Director of Carlsberg Mr. Soren Ravn and local bands Crossfire and Paperplane Pursuit took to the stage to get the crowd on their feet. World famous girl band, High On Heels also made their first appearance in Malaysia! They entertained the crowd with their creative mix of live classical instruments with song mixing on their turntables. The night came to an end around 2am after several hours of non-stop music with international DJs Sophie Sugar from the UK and Hiloco from Japan.
Carlsberg’s philosophy of responsible drinking was not ignored or compromised during the party. In fact, partygoers were encouraged to enjoy the party responsibly and in moderation. There were engagement activities for consumers planned as part of the “Enjoy Responsibly” campaign such as the Alcohol Testing Zone. Here, consumers had their alcohol levels tested during the party. There was also the Drunk Man Zone which enabled consumers to play an android game to show them the effects of getting sloshed. These activities were reminders for partygoers to be safe and in control of their drinking.
So, to sum it all up: amusement park rides, circus acts, insane live entertainment and a never-ending stream of beer. Definitely a night to remember!
Carlsberg’s “Where’s The Party?” went down on Saturday 17 December 2011 at Carlsberg Brewery, Shah Alam.