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Carlsberg - "Old Lions (180s)" - Saatchi & Saatchi

  • Old Lions (180s)
  • Carlsberg
  • Carlsberg Breweries
  • Saatchi & Saatchi
  • United Kingdom
  • The world … according to Carlsberg
Product CategoryBeers, Ciders, Lagers
MarketUnited Kingdom
Date of First Broadcast/PublicationMay 15, 2006
Media TypeTelevision & Cinema
Length180 Seconds
Awards British Arrows Craft, 2007 (Shortlist) for Best Editing
British Arrows Craft, 2007 (Winner) for Best Direction
D&AD Awards / Yellow Pencil, 2007 (Nominee) for Broadcast / TV Commercials over 120 Seconds
International ANDY Awards, 2007 (Silver) for Best Use of A Celebrity
International ANDY Awards, 2007 (Bronze) for Beverage - Alcohol
Advertising Creative Circle Awards, 2007 (Bronze) for Best Direction
Advertising Creative Circle Awards, 2007 (Bronze) for Best Interactive TV Commercial
Advertising Creative Circle Awards, 2007 (Bronze) for Best Campaign or Series
Advertising Creative Circle Awards, 2007 (Silver) for Best Dialogue
Advertising Creative Circle Awards, 2007 (Silver) for Best Editing
Advertising Creative Circle Awards, 2007 (Silver) for Best TV Commercial
Advertising Creative Circle Awards, 2007 (Gold) for Best Idea in 60 Seconds or Over
Advertising Creative Circle Awards, 2007 (Gold) for Best Cinema Commercial
British Arrows, 2007 (Gold) for Cinema/TV
British Arrows, 2007 (Gold) for Best over 90 second TV commercial
British Arrows, 2007 (Gold) for Alcoholic Drinks
Kinsale Shark Advertising Festival, 2006 (Silver) for Alcoholic Drinks: Beer
The APA Show / APA 50, 2006 () for
Eurobest, 2006 (Eurobest Bronze) for Alcoholic Drinks
Production Company Gorgeous Enterprises
Creative Director Kate Stanners
Art Director Dave Henderson
Art Director Richard Denney
Copywriter Dave Henderson
Copywriter Richard Denney
Director Chris Palmer
Cinematography Ian Foster
Producer Rupert Smythe
Agency Producer Manuela Franzini
Account Manager Laetitia Rennie
Editor Paul Watts
Actor / Celebrity Bobby Robson
Actor / Celebrity Peter Shilton
Actor / Celebrity Des Walker
Actor / Celebrity Terry Butcher
Actor / Celebrity Jack Charlton
Actor / Celebrity Stuart Pearce
Actor / Celebrity Peter Reid
Actor / Celebrity Bryan Robson
Actor / Celebrity Alan Ball
Actor / Celebrity Chris Waddle
Actor / Celebrity Bobby Charlton
Actor / Celebrity Peter Beardsley

Concept

IDEA - The World...according to Carlsberg.

Problem

OBJECTIVE - To convert a brand that is held in every lager drinkers repertoire into one that enjoys their loyalty.
ISUUE - Carlsberg is only one of a wide range of lagers – indistinguishable in terms of product in a market in which it is outspent and out distributed.
INSIGHT – Blokes know there is no real difference between standard lagers, but they respond strongly to beer brands that see the world their way.