Carlsberg - The Lake

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Carlsberg brand philosopher Mads Mikkelsen returns as part of the campaign to relaunch Carlsberg UK’s new Danish Pilsner. The film confronts the perception that the beer has not lived up to its promise because in the UK, Carlsberg pursued being the biggest, not the best and its beer suffered. Mads introduces the new beer and poses the question of whether the brewer responsible for the old one has been dealt with. The film adds further momentum to the campaign that started in social media in April (see Most Honest Campaign Yet).

Fold7 - Advertising Agency London

Making brands relentlessly relevant is all we have ever cared about. Our two guiding principles are: Magic & Momentum. Together they are a powerful force that inspire people to feel something and do something. Magic breathes life into brands. So even if it’s just for a moment, we quiet people’s rational side, suspend their disbelief and get them to feel. Momentum ensures they have a life beyond initial impact. People want to pick them up and play with them. They inspire people to act.