Carlsberg premieres two new films in “Betterment” campaign by Fold7

Carlsberg and Fold7 have announced two new films as part of the existing Betterment campaign, which will air 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 outlook.

Passing through a fun fair, bakery, and finally a bar, Mikkelsen references familiar Danish examples to illustrate this focus on ‘betterment’. He mentions the reinvention of the wheel as a nod to the famous Danish Christiana bike; the Danish twist that improved the classic pastry; and of course, the small refinements that have made Carlsberg the most balanced Pilsner in the world.

Julian Marsili, Global Brand Director, Carlsberg:

We are continuing on our path to substantiate why we are ‘Probably the best beer in the world’ which reflects our uniquely Danish mind-set and the philosophy of our founder of always pursuing better, which has driven the brand since its creation in 1847.

“The Delivery” will be supported by “Snap Pack” which showcases Carlsberg’s new, sustainable packaging. Using a revolutionary new technology, it’s contributing to a better world by reducing plastic as part of their broader environmental pledge.

“The Snap Pack” innovation is now rolled out in UK, Norway and our home market, Denmark, and is one demonstration of Carlsberg’s commitment to help consumers live more sustainable lives while moving quality to an even higher level. The 76% reduction of plastic around our six-packs is part of a broader environmental pledge in our sustainability program, Together Towards ZERO, aiming at reducing CO2 and water waste,” says Julian Marsili.

Both ads use Carlsberg’s famous line of ‘Probably the best beer in the world’ which reflect its philosophy of always pursuing better, which has driven the brand since its creation in 1847.

Other examples of the brand’s belief in better will follow later in the year.

Ryan Newey, Founder and Chief Creative Officer, Fold7:

The Carlsberg story is so rich it’s challenging to decide which part of the story to share next. The campaign continues to embody everything Carlsberg’s quintessentially Danish philosophy has to offer, whilst also demonstrating its sensitivity to the increasing environmental issues we are facing.

Title/Project: The Delivery – Carlsberg Danish Pilsner 

Agency: Fold7

Agency contact: Ryan Newey

Agency contact job title: Chief Creative Officer

Client name: Russell Jones

Client job title: Global VP Marketing

Creatives: Adrian Lim/ Lucy Aston

Account Team : James Joice/Hannah Liu/Jamie Herman/Chloe Cooper

Producer : Ben Catford/Max Dinunno

Production company: Blink Productions

Director: Martin Krejci

Producer: Ewen Brown

Sound Designer : Mark Hills@ Factory

Music Supervisor: Sean Craigie-Atherton@Siren

Composer: David Etherington

Post Production  : MPC

Exposure (media channels): TV, Digital & Social

 Title/Project: Snap Pack  – Carlsberg Danish Pilsner 

Agency: Fold7

Agency contact: Ryan Newey

Agency contact job title: Chief Creative Officer

Client name: Russell Jones

Client job title: Global VP Marketing

Creatives: Adrian Lim/ Lucy Aston

Account Team : James Joice/Hannah Liu/Jamie Herman/Chloe Cooper

Producer : Ben Catford/Max Dinunno

Production company: Blink Productions

Director: Martin Krejci

Producer: Ewen Brown

Sound Designer : Mark Hills@ Factory

Composer: Greg Hulme

Post Production  : MPC

Exposure (media channels): TV, Digital & Social

 

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