Carlsberg, a beer brand known for using ‘tongue-in-cheek’ approach to marketing campaigns, aims to give a psychological workout to Swedes known for being one the most reserved nations in Europe.

In its new campaign entitled ‘Unbottle Yourself’ that is slated to start on April 7 and run through April 17, the brand will distribute an iPhone app featuring 500 funny challenges designed to help the target audience get loose and show their true selves. Interestingly, in order to proceed to the next challenge, a user will just have to shake their handheld.

The app may be downloaded at the online destination of the campaign at www.unbottleyourself.com.  The brand suggests such untraditional methods of opening up as hugging trees, stopping a taxi and sharing it with the passenger inside, organizing a cart race in a local supermarket and many more. We’re re-posting several videos from the YouTube Channel of the campaign just to give you the idea of what Calrsberg has in mind.

All the participants are welcome to spread the word in social networks and invite their friends to join the challenge. Moreover, in order to earn points and win prizes, they will have to produce the proof of the completed mission (a video, sound file or a photo).

The most open-minded and courageous Swede will be awarded with a trip to Hong Kong. Also, Carlsberg will give away daily prizes like an iPad, tickets to entertainment shows and magazine subscription, etc.