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
Credits
Name
Company
Position
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
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.