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 […]
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 […]
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 […]
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 […]
Our first global work launches Carlsberg’s new ‘Unfiltered’ offering and builds on the success of the ‘The Danish Way.’ The campaign sees a more rugged Mikkelsen exhibit the progressive, straightforward and honest qualities that represent a more ‘Unfiltered’ outlook. The work reflects the characteristics of the new brew and suggests another explanation for why Carlsberg […]
New campaign for Audible positions the brand as an enriching tech experience. The work taps into a growing trend among consumers who are seeking out more fulfilling and enriching experiences from tech brands and builds on research which revealed a growing awareness amongst UK consumers about the amount of time they spend liking and swiping […]
Carlsberg sent six strangers with no prior construction experience, to a hidden slate quarry in Cornwall, where they built the world’s first waterfall-powered pub and were introduced to the Danish way of living. ‘Build the Danish Way’ was designed to give Carlsberg’s UK audience the ideal introduction the Danish values of simplicity, directness, and open […]
Giving depth and meaning to Talisker’s brand platform, ‘Made by the Sea.’ The campaign draws on the location where Talisker was founded in 1830 for inspiration and illustrate striking imagery of globetrotting ‘Wild Spirits’ exploring the harbour side of Carbost and the mountains of the Isle of Skye respectively.The term ‘Wild Spirits’ speaks to the […]
Our new campaign for Gumtree, ‘Turning Points,’ is the latest illustration of how the app is about more than transactions, it’s a tool for seizing opportunity in times of change. As our lives grow and progress, our needs for space, goods and services change in turn. From trying a new hobby to welcoming a new […]
Hej! Velkommen to the Danish way – the campaign celebrates the Danish approach to life. Meet our philosopher and great Dane Mads Mikkelsen. His sage advice and stylish demeanour embodies Carlsberg’s new premium, Danish attitude. Through film and a comprehensive social calendar, he advocates a better, more balanced way of being.
On a mission to convince new audiences to try their product, Audible wanted to clearly demonstrate why people should fit it into their everyday lives. Our solution conveyed the notion that the intimacy of one-on-one storytelling has a unique, compelling power to draw the listener in – driving new membership sign ups.
For the launch of Somersby Cider in the UK, the client wanted an ad campaign that would celebrate their real apple credentials. Specifically developed for the UK market and with a balanced, refreshing taste designed to appeal to both male and female consumers, Somersby needed a campaign that would resonate with this audience and that was full of British charm and humour.
Samsung wanted to ensure its new SUHD TV was top of everyone’s Christmas wish list in order to grow the market through the period and increase market share. They needed an idea that would introduce the product in an unexpected way, whilst resonating on a global scale.
The CoppaFeel! campaign encourages women to regularly touch their boobs in order to detect unusual changes that may signify breast cancer. In order to increase confidence in self-checking, we decided to focus on the other body part involved– our hands. Without noticing, we use the sensitivity of our touch every day. It tells us whether […]
Homebuyers, especially first-timers, find navigating the mortgage market both daunting and complex. Yet there are some who effortlessly make even the most complex of life’s transactions seem straightforward. The new ‘Glide’ campaign features Darcy the swan. It dramatises the way those of us smart enough to have L&C do all the mortgage legwork, can breeze […]
As part of its major rebrand and repositioning, Gumtree needed a campaign that would inspire people to think more broadly about the areas it could help them with e.g. Motors, Goods for Sale, Houses and Jobs. We developed a unifying thought which establishes a relevant and compelling role for Gumtree in people’s lives and drives them to the website.
Money.co.uk came into the Fold with a big ambition: to move from being Britain’s 6th price comparison website into the top 3 in 3 years. However, with the big players like Compare the Market and Moneysupermarket outspending them by a factor of ten, money.co.uk would need a solution that worked a lot harder and smarter.
When Nike was going to launch a new range of swimwear, they asked us to consider how they could take on their major competitor, Speedo. We focused on the product truth that the material used to construct the garments had minimal drag, and created a campaign based around the line ‘zero resistance’ featuring Olympic and Commonwealth swimmers.
Bounty’s data fine raises a wider question about consent
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 […]
Personalised hammer anyone? Father’s Day marketing still endorses outdated views of men
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 […]
‘Best Consumer Brand Event’ – it’s got to be Carlsberg Cabin
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!
One of the best places to work? It’s not just us that thinks so.
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.
Optimistic people live longer, and so do optimistic agencies
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 […]
Fold7’s Festive Digital Detox Sox
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.
Michelle Hickey joins the Fold as Head of Production
A warm welcome this week to Michelle Hickey, who joins us as Head of Production, heading up our film, video and Content production department. Michelle has extensive experience working for some of the world’s most recognised brands, having previously held the role of senior producer at Leo Burnett, overseeing campaigns for brands including McDonald’s, NSPCC […]
Ryan gives his thoughts on some of this year’s festive ads
The Christmas ads are here and elbowing one another out of the way to get the best seat at our festively decorated dinner tables. John Lewis has held the seat for many years, and we’ve told adland what we think of #EltonJohnLewis, but I think we’re ready for a new guest that perhaps might spark […]
Marc to head up IPA commercial leadership group
Our CEO, Marc Nohr has been enlisted by the IPA to chair its commercial leadership group, establishing a new agenda as the industry comes under increasing pressure to adapt to the rise of martech giants and management consultancies. As part of his new growth agenda, Marc will work with leading commercial agency heads to examine […]
The challenge of finding fulfilment in an age of digital distraction
By Yelena Gaufman, Strategy Partner I wrote half this post with my phone on the desk, and half with my phone in my drawer. Can you guess which was written more quickly? The fact is, we can’t ignore the promise of a new notification, or on the other hand the uncertainty of a blank screen […]
Tapping Into Your Inner Entrepreneur With Creativity
By Ryan Newey, CCO and Founder. Creativity is a tricky quality to define. I’ve seen it assigned to a department or a team, treated as a skill to be learned or held up, like a shaman’s magic, as the ability to tap into an idea mainline and channel its goods to the mortal realm. To […]
Why Carlsberg got back in touch with its Danish roots
By Ryan Newey, CCO and Founder Last month, Carlsberg unveiled a new pub. Its maiden pint was pulled not in a well-trafficked city-centre location, but in a woodland clearing. Instead of a glamorous launch party, the cheers of just six people greeted the first round. It’s a little odd to think of a big beer […]
CoppaFeel! Best Public Awareness Campaign
We were thrilled to find out last week, that our Trust Your Touch campaign for CoppaFeel! won a Campaigns for Good Awards for Best Public Awareness Campaign in the Charity or NGO category. See the campaign here.
Bet on emotion in the battle of the banking brands
By Yelena Gaufman, Strategy Partner The ongoing disruption of banking is a well-documented process, and depending on who you ask the outcome is a foregone conclusion. Though the likes of Monzo, Revolut and Starling offering compelling new visions of financial services, there’s more to these brands’ success than innovation alone. With an Accenture report released […]
For fintech, life after disruption is a question of identity
By Yelena Gaufman, Strategy Partner Challenger bank Starling has recently launched what it calls a “ground-breaking” new bank card design intended to bring the brand into line with the way people use debit cards today. This move poses an interesting question for the cohort of disruptive fintech brands, including Starling of course: what does it […]
Fortnite has 125 million players – so are we looking in the wrong places for our audiences?
By Yelena Gaufman, Strategy Partner Gaming, like other facets of culture, offers a huge untapped opportunity to engage with new audiences – but brands and agencies must truly immerse themselves in communities to realise the potential. In the midst of the World Cup, there was a parallel conversation which rallied millions of diehard fans to fever […]
Can cult online brands go mainstream without selling out?
Many brands have bloomed online by forging communities more akin to a subculture of fans than ‘consumers’. Combining the appeals of ecommerce – low overheads and economies of scale – with an ability to tap incredibly engaged communities using social media and data has played out well for many brands, particularly in the fashion and […]
We welcome VisitDenmark into the Fold
Fold7 has been appointed by Denmark’s official tourism organisation, VisitDenmark, following a competitive pitch. We will be working on a new positioning piece for Denmark and various cross-national campaigns through the year. “Fold7 are true ambassadors of Denmark. With an incredible insight about our culture they are giving us new perspectives on how to communicate Denmark as a […]
It will take more than an agency all-star team for P&G’s plan to come together
Agencies can be a conservative lot when it comes to structural innovation. So Procter & Gamble’s marketing chief Marc Pritchard has decided to shake things up a bit and announce not one but three new agency models. Perhaps the most intriguing is his “People First” amalgamation of talent from roster agencies, brought together to service the FMCG […]
The End of Attention? Nothing to Worry About. Here Are 5 Reasons Why.
Verity Messett – Head of Content Content marketers have an anxious relationship with the idea of attention. Always have had. Our existence depends on our ability to command the attention of The Audience (conceptualised as a mercurial, yet screen-rapt, horde) and, if their attention goes away, we are done for. The current wave of anxiety about […]
Don’t take Marc Pritchard’s calls for staff ratio changes literally
It’s not about exactly how many people are in each job role, but creating the right culture and focusing on outcomes. This article was originally featured in Campaign, written by our CEO Marc Nohr. When Marc Pritchard called on his agencies to boost the proportion of creatives to account teams on his business he made a […]
Before getting ‘topical’ brands need to be very, very sure they have something to say
The dust is now settling on the brand dust-ups kicked off on International Women’s Day. Verity Messett – Content Strategy Director. McDonald’s “MFeminism” debacle is the highest profile ‘marketing fail’ of IWD ‘18. And yet its inverted arches forming a W have emerged as the day’s iconic image. It’s probably the one we’ll remember. Design-wise […]