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 theperspective of a child, develops the campaign’s authentic representation of communities in the UK and the connections people […]
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 […]
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 […]
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.
Fold7 was Nike’s Creative Agency for 10 years Working across multiple aspects of the brand – from launching their new swimwear range, rejuvenating the failing ACG range, to launching a global campaign for the Nike Pro range.
Why ‘community’ is the guiding star for marketers during crisis
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 […]
Multitasking is a myth: Marc Nohr makes the case for flexible working
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 […]
Carlsberg’s ‘Probably Not’ crowned campaign of the year
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 […]
Fold7 become Global Creative Partner for 1664 Blanc
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 […]
Better Beer For Britain
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.
We’ve only gone and won a GOLD in the Eurobest Awards!!
Hip Hip Hooray! Our New Brew campaign for Carlsberg has won Gold for Creative Strategy in the Eurobest awards! View the work here
Mnemonics aren’t new, but audio is causing waves again
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 […]
Why the CMO exodus is a warning shot to agencies
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 […]
Fold7 and Hyperactive Join Miroma Group
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 […]
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 […]
Bloomberg visits Fold7
Our Yelena chats to Bloomberg’s David Tweed about Carlsberg’s turnaround and how Fold7 helped put the froth back into the beer.
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.
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.
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 […]
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 […]