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.