Carlsberg: Probably Tedx [image]

Credits & Description:

Client: Carlsberg Group
Product (Service): Beer
Agency: Happiness Brussels, An Fcb Alliance Brussels, Belgium
Entrant: Happiness Brussels, An Fcb Alliance Brussels, Belgium
Idea Creation: Happiness Brussels, An Fcb Alliance Brussels, Belgium
Production: Nobody Copenhagen, Denmark
Production 2: Artofficial Copenhagen, Denmark
Production 3: Tgbvfx Copenhagen, Denmark
Production 4: Rgb Vilnius, Lithuania
Production 5: Mdh Hologram London, United Kingdom
Additional Company: Studio Targram Mariano Comense, Italy
SVP, Chief Commercial Officer: Jessica Spence (Carlsberg Group)
Vice President Core Beer Global: Russel Jones (Carlsberg Group)
International Marketing Manager Carlsberg: Rasmus Bendtsen (Carlsberg Group)
Creative Advisor Consultant: Thomas Lohren Busch (Carlsberg Group)
Senior Manager Beer Image & Brand PR: Wouter De Groot (Carlsberg Group)
Director, International and Danish Media: Kasper Elbjørn (Carlsberg Group)
Vice President Corporate Affairs: Anders Bering (Carlsberg Group)
Marketing Director: Igor Nowé (Carlsberg Importers)
Marketing Manager: Morten Hertz Larsen (Carlsberg Importers)
CEO: Paul Haelterman (Carlsberg Importers)
Executive Creative Management: Karen Corrigan (Happiness / An Fcb Alliance)
Chief Creative Officer: Geoffrey Hantson (Happiness / An Fcb Alliance)
Chief Innovation Officer: Kris Hoet (Happiness / An Fcb Alliance)
Concept Provider / Copywriter: Pieter Claeys (Happiness / An Fcb Alliance)
Art Director: Tadas Maksimovas (Happiness / An Fcb Alliance)
Creative Content Director: Barbara Dzikanowice (Happiness / An Fcb Alliance)
Strategic Planner / Connectivity Planner: Eline Goethals (Happiness / An Fcb Alliance)
Global Account Director: Elke Janssens (Happiness / An Fcb Alliance)
Account Manager: Stefanie Drapier (Happiness / An Fcb Alliance)
Graphic Designer: Matthias Yzebaert (Happiness / An Fcb Alliance)
Graphic Designer: Frederik Draulans (Happiness / An Fcb Alliance)
Motion Designer: Remke Faber (Happiness / An Fcb Alliance)
Motion Designer: Nick van Puyvelde (Happiness / An Fcb Alliance)
Make it Happener: Bart Vande Maele (Happiness / An Fcb Alliance)
Speech Director: Jonathan Thake (Happiness / An Fcb Alliance)
European Director of Communications & PR: CC Clark (Fcb Global)
Director: Rune Milton (Nobody Cph)
Executive Producer / Producer: Niels Kau (Nobody Cph)
DOP: Kasper Wind Nielsen (Artofficial)
Editor: Freddie Smith (Artofficial)
Synopsys:
The Campaign
Heritage campaigns always look back in nostalgia. For Carlsberg however, we wanted to use its heritage to make people look forward, by giving them something relevant for today. And as an innovative mind is timeless, we did the unimaginable: we got J.C. Jacobsen, the Steve Jobs or Elon Musk of his time, officially selected by the curators of TEDx, to deliver a TEDx Talk on the value of uncertainty, in business and in life.
Creative Execution
For months, a team of speechwriters and biographers from the Carlsberg Foundation studied the rich documentation inside the Carlsberg archives. The aim was not only to be historically correct, but also to really grasp J.C. Jacobsen’s mind and write a truly inspiring Talk. Relevant for today. But in sync with 1883.
Jacobsen took the stage via a live hologram and interacted with the crowd.
The TEDx Talk was announced via an online film, filled with real events from Jacobsen’s past, giving depth to his rich history. Through numerous events and live streaming, Jacobsen’s Talk was seen by the 41.000 Carlsberg employees globally. The 17-minute TEDx Talk was also hosted on YouTube Live, for the world to enjoy. Afterwards, the speech was split into 9 snackable content films of 1 minute each, which will be at the centre of a full year inspirational content campaign surrounding J.C. Jacobsen’s personality.
The TEDx event on August 23rd in Copenhagen sold out. After just 24h it became the most viewed Talk on the TEDx Copenhagen platform. The J.C. Jacobsen TEDx Talk and campaign were and still are being talked about in all media, on a global scale: 17 minutes of content already reached over 3 million people. It was praised especially for not being just an empty stunt TEDx Talk, but a truly inspiring one, worthy of a 19th century Steve Jobs.
TEDx Talks are a well-known medium for inspiration. For the first time ever, we managed to use that medium for a brand. More specifically for a brand heritage campaign. We got J.C. Jacobsen, the founder of Carlsberg, who died 130 years ago, officially selected by the TEDx curators. What better way than to use a real TEDx event to integrate Carlsberg legacy into the TEDx platform.
Insights, Strategy and the Idea
The TEDx event was held on August 23rd in the Glyptotek of Copenhagen. Via live streaming the event could be globally seen in real-time, by all Carlsberg employees. Also, the rest of the world could enjoy the Talk via YouTube Live. Afterwards, the Talk was split into 9 snackable content films of about 1 minute each. And a whole connectivity plan was set up in 15 markets to make sure the right audiences were reached globally.