From "Survivor" to "Love Island," we're all now familiar with the kind of reality series that puts a group of strangers together in a new environment with difficult tasks, and looks at how they interact. Now beer brand Carlsberg is getting in on the idea with its own branded content reality series in the U.K., which follows a group of people challenged with building a "waterfall-powered pub" in the wilderness.
A series of episodes, created by agency Fold7 and produced via Armoury, sees the brand challenge six young professionals to experience "the Danish way of living." Camping out in North Cornwall, they are tasked with building the pub, from scratch, in just five days despite having zero building experience between them, and having to swap their phones and devices for chainsaws.
The result, the carbon-neutral "Carlsberg Cabin" pub, is now available to rent on AirBnb, while the series, "Build the Danish Way" is running on Carlsberg's YouTube channel as a series of four five-minute films.