Although Denmark has started to lift its lockdown measures by reopening schools and some small businesses, physical distancing measures are still in place—so bars remain closed. But the country's famous export, Carlsberg, is supporting pubs in its homeland by asking Danes to “adopt a keg.”The campaign, via Grey Europe, lets people fill up their adopted virtual keg online and exchange it for real beer in a real bar later on when they reopen.

Here's how it works: when someone drinks a bottle or can of Carlsberg at home, they need to scan the label to add it to their virtual keg on Carlsberg’s website. Over 2000 kegs have been created and people can fill their virtual keg with four scanned beers, adding up to one beer a day—at which point they will earn two post-lockdown pints to share with a friend when they visit a bar. Carlsberg will be fronting payment for the real-world beer, which will go to support bars around the country.

The project, which is supported by the Danish Bartender Association, is being promoted by a TV ad which features the lonely keg and finishes with a spin on Carlsberg’s long running “Probably” tagline, saying: “Can we drink today like there is a tomorrow? Probably.” (Yeah, it's a little dark: but we know what they're getting at.)

The ad is also supported by a social media campaign via AKQA on LinkedIn, Twitter and Instagram. 

“We wanted to help bars, which are critical partners for Carlsberg, but we wanted to do it in a way that was both on brand and different than all the other stuff out there that banks in the same type of tonality and footage,” said Javier Campopiano, Grey Europe CCO in a statement. “This is a really Carlsberg way to help.”