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Carlsberg - "Announcement" - Saatchi & Saatchi

  • Announcement
  • Carlsberg
  • Carlsberg Breweries
  • Saatchi & Saatchi
  • United Kingdom
  • The world … according to Carlsberg
Product CategoryBeers, Ciders, Lagers
MarketUnited Kingdom
Date of First Broadcast/PublicationFebruary 19, 2008
Media TypeWeb Film / Viral
Length70 Seconds
Awards CLIO Awards, 2009 (Bronze) for Beverages/Alcoholic
CLIO Awards, 2009 (Silver) for Beverages/Alcoholic
British Arrows, 2009 (Diploma) for Alcoholic Drinks (virals, web-based etc)
Advertising Creative Circle Awards, 2009 (Gold) for Best Use of Media/Ambient
Editing Company MPH Films
Post Production MPH Films
Audio Post Production MPH Films
Art Director Stanley Cheung
Copywriter Jonathan Benson
Account Planner Bobby Hui
Account Manager Peter Lovatt
Account Manager Jo Roper
Account Manager Gordon Wilkinson

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.