We are delighted to have been awarded an Outdoor Cannes Lion for our Carlsberg campaign ‘Probably the Best Poster in the World’. The launch of the world’s first beer-dispensing poster saw off stiff competition in the Adapted Billboard category at this year’s Cannes Lions festival.
In a twist on the traditional billboard, for one day only the public were able to pour themselves a Carlsberg direct from the poster, which was embedded with a Carlsberg font and a stack of glasses. The campaign, which was also supported by a social media drive, quickly became a hit with the hashtag #probablythebest generating over 2.9 million Twitter impressions on the launch day. Over 60 million people were reached globally with PR coverage of the poster in the Sun online, Mirror.co.uk, Metro, The Telegraph online, the Guardian, Time Out London, internet phenomenon, The LAD Bible and the US weekly magazine TIME.
Our executive creative director, Ryan Newey, commented: “From the buzz on the day of the launch, we knew immediately that we had created a special campaign that people were excited to get involved with, but for the idea and creativity to be recognised at Cannes and to win a Lion is something extra-special”.
Read more about the campaign here.