| Title | PROBABLY TEDX |
| Brand | CARLSBERG GROUP |
| Product/Service | BEER |
|
Entrant
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HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
|
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Idea Creation
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HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
|
|
Production
|
NOBODY Copenhagen, DENMARK
|
|
Production 2
|
ARTOFFICIAL Copenhagen, DENMARK
|
|
Production 3
|
TGBVFX Copenhagen, DENMARK
|
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Production 4
|
RGB Vilnius, LITHUANIA
|
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Production 5
|
MDH HOLOGRAM London, UNITED KINGDOM
|
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Additional Company
|
STUDIO TARGRAM Mariano Comense, ITALY
|
Credits
| Jessica Spence |
Carlsberg Group |
SVP, Chief Commercial Officer |
| Russel Jones |
Carlsberg Group |
Vice President Core Beer Global |
| Rasmus Bendtsen |
Carlsberg Group |
International Marketing Manager Carlsberg |
| Thomas Lohren Busch |
Carlsberg Group |
Creative Advisor Consultant |
| Wouter De Groot |
Carlsberg Group |
Senior Manager Beer Image & Brand PR |
| Kasper Elbjørn |
Carlsberg Group |
Director, International and Danish Media |
| Anders Bering |
Carlsberg Group |
Vice President Corporate Affairs |
| Igor Nowé |
Carlsberg Importers |
Marketing Director |
| Morten Hertz Larsen |
Carlsberg Importers |
Marketing Manager |
| Paul Haelterman |
Carlsberg Importers |
CEO |
| Karen Corrigan |
Happiness / an FCB alliance |
Executive Creative Management |
| Geoffrey Hantson |
Happiness / an FCB alliance |
Chief Creative Officer |
| Kris Hoet |
Happiness / an FCB alliance |
Chief Innovation Officer |
| Pieter Claeys |
Happiness / an FCB alliance |
Concept Provider / Copywriter |
| Tadas Maksimovas |
Happiness / an FCB alliance |
Art Director |
| Barbara Dzikanowice |
Happiness / an FCB alliance |
Creative Content Director |
| Eline Goethals |
Happiness / an FCB alliance |
Strategic Planner / Connectivity Planner |
| Elke Janssens |
Happiness / an FCB alliance |
Global Account Director |
| Stefanie Drapier |
Happiness / an FCB alliance |
Account Manager |
| Matthias Yzebaert |
Happiness / an FCB alliance |
Graphic Designer |
| Frederik Draulans |
Happiness / an FCB alliance |
Graphic Designer |
| Remke Faber |
Happiness / an FCB alliance |
Motion Designer |
| Nick van Puyvelde |
Happiness / an FCB alliance |
Motion Designer |
| Bart Vande Maele |
Happiness / an FCB alliance |
Make it Happener |
| Jonathan Thake |
Happiness / an FCB alliance |
Speech Director |
| CC Clark |
FCB Global |
European Director of Communications & PR |
| Rune Milton |
Nobody CPH |
Director |
| Niels Kau |
Nobody CPH |
Executive Producer / Producer |
| Kasper Wind Nielsen |
Artofficial |
DOP |
| Freddie Smith |
Artofficial |
Editor |
The Campaign
We got the founder of Carlsberg, J.C. Jacobsen, who died 130 years ago, officially selected by the curators of TEDx, to give a TEDx talk in Copenhagen on August 23rd. The first posthumous TEDx talk was titled “Why you should answer every question with probably.”
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.
The Carlsberg TEDx idea is launched and promoted via an extended connectivity plan with numerus touchpoints like live event, youtube, social media, etc…
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 that is relevant for them 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.