Carlsberg: Probably TEDx [video] 2

Credits & Description:

Campaign: Carlsberg 'probably Tedx'
Title: Carlsberg 'probably Tedx'
Country: Belgium
Advertiser: Carlsberg Group
Product: Carlsberg
Entrant: Happiness / An Fcb Alliance
Carlsberg Group: Senior Manager Beer Image & Brand Pr: Wouter De Groot
Carlsberg Group: Content And Seo: Paola Palladino
Carlsberg Group: Director, International And Danish Media: Kasper Elbjørn
Carlsberg Group: Vice President Corporate Affairs: Anders Bering
Carlsberg Group: Archivist: Ulla Nymand
Carlsberg Group: Special Consultant: Bjarke Bundgaard
Carlsberg Importers: Marketing Director: Igor Nowé
Carlsberg Importers: Marketing Manager: Morten Hertz Larsen
Carlsberg Importers: Ceo: Paul Haelterman
Happiness / An Fcb Alliance: 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 Director: Laura Van Avondt
Happiness / An Fcb Alliance: Account Director: Sara Jacobi
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
Fcb Global: European Director Of Communications & Pr: Cc Clark
Nobody Cph: Director: Rune Milton
Nobody Cph:Executive Producer / Producer: Niels Kau
Artofficial: Dop: Kasper Wind Nielsen
Artificial: Sound: Freddie Smith
Sound Indian: Sound Designer: Kevin Koch
Jonas Horsted Larsen: Composer: Jonas Horsted Larsen
Mikael Balle Vfx: Colorgrade & Vfx Supervisor: Mikael Balle
Tgbvfx: Compositing & Cgi: Alexander Schepelern
Tgbvfx: Compositing & Cgi: Kim Fersling
Rgb Vilnius, Lithuania: Line Producer: Donatas Žvalionis
Rgb Vilnius, Lithuania: Line Producer: Ernestas Kapačinskas
Rgb Vilnius, Lithuania: Line Producer Assistant: Akvilė Dovydaitytė
Happiness / An Fcb Alliance: Speech Director: Jonathan Thake
Published: August 2017
Description:
Can a life philosophy that inspired a 170-year-old brand still be relevant in your life today? Probably. That’s why J.C. Jacobsen, the founder of Carlsberg, took the stage for a posthumous TEDx Talk in Copenhagen, on August 23rd. #ProbablyTEDx
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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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.
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.