Carlsberg had a great line – ‘If Carlsberg did…’ – an incredible brand asset that they wanted to leverage, but in a way that would be entirely modern.
We created ‘The Carlsberg Newsroom’, a reactive marketing team set up to respond to cultural events and apply an ‘If Carlsberg did…’ spin to news stories and current affairs. Simultaneously we combined large-scale ‘hero’ advertising moments to drive mass brand awareness and reach, with planned calendar opportunities across print, out-of-home, content and social.
The campaign reached 175 million people globally and won a Cannes Lion for its effectiveness.
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