In a world first, Carlsberg teams up with creative agency, Fold7, and production company, Armoury, to launch a waterfall-powered pub off the back of a new four-part documentary series, ‘Build the Danish Way’. The branded documentary series turns reality TV on its head in a seven-day Danish lifestyle immersion
With this new piece of branded content, Carlsberg opts for a non-conventional approach to the reality TV format to re-imagine the beloved British institution with a unique Danish twist. The brewery giant challenged six strangers to ditch their office desks for a once-in-a-lifetime adventure experiencing the Danish way of living. Camping out in the magical wilderness of Tintagel, North Cornwall, the cast of young professionals are tasked with building a waterfall-powered pub, from scratch, in just five days – despite having zero building experience between them. Throughout the week, the cast discover what it’s like to escape modern-day distractions as they swap their smartphones for hardhats and handsaws. The six individuals not only reconnect with nature but also uncover surprising truths as they overcome various challenges.
Carlsberg and Fold7 partnered with London-based production company, Armoury, to create four five-minute films that immerse viewers in the cast’s fascinating and wanderlust-inducing journey. Shot in the mythical forests of Tintagel during summer, the visually stunning films transport the audience to a narrative that is, refreshingly, worlds away from our fast-paced daily grind. Equally original is the intimate but non-invasive way the documentary series portrays the six Brits’ stories developing.
Creative Director at Armoury, Jack Laurance, comments:
We’re all familiar with the idea of ordinary strangers competing in challenges but we wanted to add a unique spin to the Carlsberg films – taking the reality TV format and subverting it to give the series more weight and sincerity. To achieve this, we shot the series cinematically, using anamorphic lenses. We also drew on slightly more surreal and whimsical elements. For example, for the big climax at the end of episode one where the cast come face to face with the build crew for the first time, we focused on giving this encounter an almost otherworldly feel through the lack of dialogue, series of close-up shots, and the builders’ stylized wardrobe
Similarly, we felt that the cast’s back stories deserved to be explored in a more nuanced and subtle way to the overly dramatic reality TV approach we’re so used to seeing. For example, there’s a moment where one of the guys opens up about experiencing loss – rather than magnifying it as a sob story, we decided to lens this quietly and tenderly in a style that was more in line with the campaign’s message.
The cast of six was supervised by award-winning architect and Founder of New British Design, Ben Huggins. The carbon-neutral ‘Carlsberg Cabin’ pub is now available to rent on AirBnb.
Armoury Films is a Creative Production Company, formed in 2011. Between them, they have over 25 years experience working in branded content, advertising and feature films. An extended family of award winning creatives, directors and producers, Armoury makes films from scripts or from scratch working collaboratively with agencies and brands direct.
Creative Agency: Fold7
Creative: Verity Messett
Creative Director: Ryan Newey
Agency Producer: Emily Rohan
Managing Partner: James Joyce
Senior Account Manager: Jono Craven
Account Manager: Jamie Craven
Titles Designer: Ben Gibbons
Art Department Designer: Ed Garland
Experiential Agency: Hyperactive
Executive Producer: Andrew Casher
Producer: Christine Cowin
Production Company: Armoury
Director: Jack Laurence
Producer: Matt Hichens
Production Manager: Billy Rowlinson
Production Co-ordinator: Katie Milner
Director of Photography: Jordan Buck
Camera Operator: James Rhodes
A Cam 1st AC: Alasdair Baines
Loader / 2nd AC / DIT: Josh Tilley
Camera Trainee: Maggie Stanczak
Camera Dept. Runner: Peter Davidson
Sound Recordist: Brendan Crehan
Sound Assistant: Marco Baldassarre
Runner: James Chatwin
Runner: Nat Willcocks
Drone Pilot: James Keith
Drone Op: Tom Hughes
Offline Editor: James Demetriou
Colourist: Tim Smith @ Electric Theatre Collective
Sound Design: Marcin Pawlik @ ENVY Advertising
Build Team: Ben Huggins, Hannah Huggins, Jon Wilcox, Miguel Fernandez, Toby Sharp, Fletcher Coney