Carlsberg’s partnership with WWF becomes front and centre for the brand in this new chapter of communications. The Seal dramatises Carlsberg’s contribution to the planting of seagrass in UK waters, helping to reverse a century of damage that has seen almost 92% of the species lost. A vital habitat for wildlife, seagrass is also an […]
Our new spot brings to life the exciting possibilities that renting offers you. Remote working has made us all rethink the kind of lives we want to live, and geographically where we want to be. Renting is sometimes seen as the less preferable choice, when in fact there are many renters who enjoy the freedom […]
Introducing Fly Audible… As travel restrictions and cautions ruin hopes of the usual trip abroad, the UK are settling in for staycations aplenty. But perhaps, there’s another way to get that much needed escape this summer? Audible’s latest campaign reimagines the brand as the ideal travel partner for lockdown, transporting us to exciting and faraway literary […]
There is no such thing as the perfect time, just the right time for you. Britain is moving, but in an effort to ‘time the market’ some people wait for the ‘perfect time’ wracked by indecision – letting uncertainty get in the way of important personal milestones. Our latest campaign idea sets out to challenge this. Continuing […]
Good Taste with a Twist Our new campaign ‘Good Taste with a Twist’ for Kronenbourg 1664, underlines the beer’s premium positioning and French heritage, heroing its standout blue bottle and signature flavour with a hint of citrus. The work depicts a world of playful elegance, introducing surprising twists to modern French icons. Key visuals include […]
Capturing the nation’s appreciation of their cherished local pub and the anticipation of a long-awaited draught pint with friends. With lockdown restrictions easing and news that pubs in England can safely reopen from 4th July, we moved quickly to finalise and film an integrated campaign within 10 days, ready to mark the cultural moment when […]
Fortune Flavours The Bold Japanese fruit-flavoured sweet brand, HI-CHEW, makes its UK debut this week with a distinctive new brand world and social campaign created by Fold7. Targeting a sweet-loving, digitally native Gen Z audience, this is the first time the brand has used an agency to define its positioning and visual universe. To create […]
Our latest work from ‘The Neighbourhood’s Good’ platform, dramatises the experience of finding your next second-hand car right around the corner. In contrast to the loud, transactional tone of most car marketplace advertising, the character-driven narrative from the perspective of a child, develops the campaign’s authentic representation of communities in the UK and the connections […]
Our new TV campaign for Audible shows how distracting and overwhelming the content on our phones can be. It builds on the strategy launched in 2018 with “Mindful Moments”, which positioned the brand as a more enriching mobile experience, and addresses people’s desire to stop scrolling and spend their time better. Matthew Parker, Director of […]
Questioning the famous ‘probably the best beer in the world’ promise. New Carlsberg campaign focuses on the acknowledgement that Carlsberg had lost its way, and announces that in order to live up to the promise of being ‘probably the best beer in the world,’ it had to rebrew its beer. The strategy has come to life with […]
Carlsberg brand philosopher Mads Mikkelsen returns as part of the campaign to relaunch Carlsberg UK’s new Danish Pilsner. The film confronts the perception that the beer has not lived up to its promise because in the UK, Carlsberg pursued being the biggest, not the best and its beer suffered. Mads introduces the new beer and […]
The brand idea – when life moves, make your Rightmove – positions the brand in the emotional territory of moving home, rather than buying property. Through various stories in a fully integrated campaign, we impart the simple but powerful thought that as life changes, our home should change too. The latest spot shows a father […]
Gumtree take a moment to thank every neighbour. Now, more than ever, people are valuing and caring for their local communities. In this reactive film, we thank every neighbour for staying indoors, for checking in on one another, and for displaying hope by putting up rainbows. Produced in just two weeks, it shows a montage of […]
Latest Coppafeel! Campaign asks people to “Grab Life By The Boobs” in a bid to normalise regularly checking your boobs, particularly for demographics that are statistically less likely to do so, such as the BAME community, transgender community and cisgender men. It will run across TV, cinema, radio, print, OOH and online. The campaign follows […]
Our new campaign ‘Call øn Kallø’ taps into the vegan trend and positions the food brand for people who believe good, tasty food should come naturally. The campaign, which runs in Social, OOH and DOOH, is our first work for the brand since winning the account last year. Bryan Martins, Marketing Director at Wessanen UK (brand […]
Latest campaign reflects Carlsberg’s philosophy of always pursuing better. Two new films launch this month in Denmark, before rolling out across other European markets. “The Delivery” dramatises Carlsberg’s brand philosophy and follows Danish actor Mads Mikkelsen as he cycles through the streets of Denmark, reflecting on the idea that anything can be improved with with a positive […]
Latest campaign encourages people to shop locally by focusing on the similarities between people in their local areas. The fully integrated campaign plays up Gumtree’s greatest strength: that it is local, and that you have more in common with your neighbours than you think – so you are more likely to find things that you […]
We’re proud to announce that Fold7 recently won Mettle, NatWest Group’s digital account for small businesses, in a four-way competitive pitch. Mettle’s mission to champion the self-employed and small businesses has never been more critical. It wants to fuel this growing movement and believe the opportunity to start a business should be open to anyone, […]
Written by Verity Hosken Fine, Senior Creative. Over the past year, getting ads made in the time of corona has led me to some interesting places via a succession of Zooms, Teams and live video links. The latest stop on my virtual world tour took me to a casting studio in Buenos Aires. As I […]
Written by Marian Connolly , People Partner at Fold7. This year is entirely unique, of course. Never before has the world been so united in a shared experience. We have all fought personal battles and been on a rollercoaster of emotions, sometimes changing hour-by-hour. Some of us have found life-changing new perspectives, many of us are […]
By Marc Nohr, Miroma Agencies Group CEO, Chairman Fold7, Chairman IPA Commercial Group The storm clouds are gathering once more. For many, understandably worried about their jobs and businesses, the cautious optimism of late summer as we planned our return to ‘normal’ working life, has dimmed a little. Entering another indefinite period of suspended animation, wearied […]
We are a curious lot. It’s one of our values because we believe endless curiosity and interest in fresh thinking will spark our creativity. We love to hear people’s stories and challenges, our FoldSchool sessions (lunch and learns) are highlights in our month, we love to explore new places (perhaps closer to home this year) […]
Miroma are launching a series of bi-weekly webinars looking at the new rules of consumer engagement. We’ll be hosting panel events along with the other agencies in the collective – Hyperactive, Contented, Twelve A.M, Way To Blue, New Stance, Raven, and Outcomes. This week, at 14:00 on 15.05.2020, we will be discussing why the concept of […]
In case you missed it, our recent webinar is now available to view in full and on demand. In the session Fold7, Defected Records, Creative England and Carlsberg reviewed the current state of the UK cultural landscape and the opportunities that the future presents. There is no denying the sector has been hit hard, but […]
By Marc Nohr, Chairman We have incredible talent in the world of advertising. But we don’t always take care of it – and that includes ourselves. One of the main reasons for this is that we work in a high-pressure service industry, with a long-hours culture. When I founded my first agency, Kitcatt Nohr, I was […]
Marketing Week readers have voted our Carlsberg ‘Probably Not’ as the best marketing campaign of 2019! The campaign was up against Tesco’s ‘100 Years of Great Value’ campaign in the final shoot out, and had previously knocked out advertising from the likes of Monzo, Warburtons and ITV across three rounds of voting. Christmas has come […]
Following a competitive pitch, the premium beer have appointed us to lead their Global account. Charged with developing a brand strategy and core creative idea, we will be responsible for building the brand across +40 markets including China, Russia, South Korea and Canada. Steve Stringer, Carlsberg VP Craft & Speciality said:“Above all else, we chose […]
Whichever way you’re voting, one thing’s for sure, the whole thing will leave you wanting a beer, a better beer? Probably. Following on from our New Brew campaign, this week we launched a tactical ‘Better Beer For Britain’ bus, which travelled across London in the run up to the election.
Hip Hip Hooray! Our New Brew campaign for Carlsberg has won Gold for Creative Strategy in the Eurobest awards! View the work here
By Yelena Gaufman, Strategy Partner Jingles aren’t cool. But boy do they work. In fact, as you’re reading this, one or two probably just popped into your head. Maybe even more. Maybe even a lot more. Maybe even for a random brand that you don’t buy, and never will buy – with no other claim […]
Written by Marc Nohr, CEO Who’d want to be a CMO in the current climate? Most CMOs last barely 18 months in the role. The turnover rate outpaces any other c-suite position by a country mile. Some 80 per cent of chief executives surveyed last year expressed ‘unhappiness’ with their senior marketers. It would seem […]
Photo from left to right: Boyan, Nohr, Dulai, Connolly, Joice, Casher, Gaufman and Newey We’re delighted to announce that independent marketing services collective the Miroma Group has made an investment in Fold7 and Hyperactive. This is the start of an exciting new chapter for Fold7, creating new opportunities for the agency, its people and for clients […]
Written by Marc Nohr, CEO Last weekend, a data company commanded the front page of the Financial Times for exploiting customer data. But it wasn’t a story about the latest Cambridge Analytica/Facebook data infringement. Or another example of Google’s virtual monopoly of search habits. It was about Bounty, a company that has been providing information and […]
Our Yelena chats to Bloomberg’s David Tweed about Carlsberg’s turnaround and how Fold7 helped put the froth back into the beer.
By Yelena Gaufman, Strategy Partner In December the Advertising Standards Authority (ASA) moved to ban gender stereotypes in advertising. While the representation of women in advertising was rightly covered, it also offered crucial guidance on the depiction of men. Specifically, it called out instances where a man is shown putting his feet up while a […]
It’s awards season and we’re kicking it off by winning – ‘Best Consumer Brand Event’ for Carlsberg Cabin at the Event Production Awards. Congratulations to the Fold7 and Brand Experience arm, Hyperactive. Boom!
We were chuffed to hear that Campaign Magazine has named us as one of the best places to work in the industry. This is all down to the ambition, generosity and curiosity of our incredible colleagues who make Fold7 the best place to work.
Behold! This year’s Christmas cards have ben hand knitted by grannies. These ‘Digital Detox Sox’ are a cosy place for you to lock away your mobile phones this holiday and spend quality time with your loved ones.
By Marc Nohr, CEO. 2018 didn’t do much for adland’s optimism. The year ended with news headlines dominated by Brexit paralysis, the slide in global equities and a wider economic slowdown, while adland reeled from the collapse of WPP’s share price and the sudden disappearance of some of its most famous names. These broader macroeconomic […]
