BEER REVIEWS

Short List
ClientCARLSBERG INTERNATIONAL
Category D05. Breakthrough on a Budget
TitleBEER REVIEWS
Product/ServiceCARLSBERG
Entrant HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
Idea Creation HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
Credits
Name Company Position
Iger Nowe Carlsberg Importers Marketing Director Carlsberg
Morten Larsen Carlsberg Importers Marketing Manager Carlsberg
Laura Haleydt Carlsberg Importers Marketing Manager Carlsberg
Karen Corrigan Happiness / An FCB alliance Executive Creative Management
Geoffrey Hantson Happiness / An FCB alliance Chief Creative Officer
Barbara Dzikanowice Happiness / An FCB alliance Concept Provider
Katrien Bottez Happiness / An FCB alliance Creative Director
Stephanie Katic Happiness / An FCB alliance Account Director
Tine Van Hasselt Happiness / An FCB alliance Account Manager
Peter Baert Raygun Radio Director
Jérôme Gijsen Raygun Radio Producer
Liesbeth Demolder Raygun Radio Producer

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

YouTube is filled with beer reviews: videos made by beer-enthusiasts from all over the world, sharing their honest findings about beer brands. We discovered that most of those Youtube reviews were exclusively positive when it comes to the classic Carlsberg Lager pilsner. In fact, some of them sounded so much like an ad for Carlsberg that, well, we turned them into ads for Carlsberg. Important notice!! no beer reviewer was paid! We asked their permission, but all youtube reviews you hear are completely unbiased and taken as such, from Youtube (which explains the poor 'voice acting' quality). Probably the most honest radio campaign.

Cultural / Context information for the jury

Do you know those people on Youtube who taste all kind of beer brands just to give their honest findings about it? YouTube Beer reviewers! If you don't, you should search it. Really interesting. When we checked those reviews for Carlsberg pilsner, we found out that almost all of them were positive. In fact, they were so positive that we used them for Carlsberg ads. As such, unbiased, taken from YouTube.

Script. Provide the full radio advert script in English.

No voice actors were hired. No copywriter skills were paid. We just took real, unbiased, Carlsberg YouTube reviews, as such from YouTube. And because they sounded so much like an ad for Carlsberg, we turned them into an ad for Carlsberg. Important notice!! None of those beer reviewers was paid either! We did ask their permission, but all youtube reviews you hear are completely unbiased and taken as such, from Youtube (which explains the poor 'voice acting' quality). Probably the most honest (and cheapest) radio campaign. 1. Thomas Metal 75 - 45” Beer reviewer: I’m Thomas Metal 75. ‘Got an old standard here: Carlsberg. It smells goddamn pleasant. I love it. It is… it’s good. It’s got a mild sweetness and I find it to be extremely refreshing as all hell. If it were my choice going into a beer store and I didn’t know what to buy, I would always turn to Carlsberg. Till next time! Prost, cheers, happy drinking. V.O. This completely objective YouTube review by ‘Thomas Metal 75’ sounds so much like an ad for our beer, that we used it as an ad for our beer. Carlsberg. Probably the best beer in the world. 2. Beer Me - 45” (Note: in this ad, we hear a beer review by 2 hosts) Beer reviewers: Today we have a Danish delight. Carlsberg! Beer reviewer 1: To you! Beer reviewer 2: To you! <clinking bottles> Beer reviewer 2: So, artwork? Beer reviewer 1: Just take a look at that, look, isn’t that gorgeous? Beer reviewer 1: My eyes are closed and I’m gripping it and it feels like an elephant <BEEP>. Beer reviewer 1: Copenhagen 1847, that’s a looong time ago. Beer reviewer 2: It seems wise, it could teach you things. I think it’s reliable beer. Beer reviewer 1: Made for reliability. Beer reviewer 2: More reliable than Copenhagen, for whatever the <BEEP> Copenhagen is known for. Beer reviewer 1: I heard that Denmark is actually a nice place to visit. V.O. This completely objective YouTube review by ‘BeerMe’ sounds so much like an ad for our beer, that we used it as an ad for our beer. Carlsberg. Probably the best beer in the world. 3. Louisiana Beer Reviews - 45” Beer reviewer: Louisiana Beer Reviews: Carlsberg. The aroma? A really full, pungent, sweet smell. Like they say on their website: ‘We strive for perfection in our brewing’. And I think they really hit the mark, I mean, this is … it’s like all good and no bad. I mean, there’s no off-flavors. It’s so finely made, you can tell. This is a legendary beer for good reason. And I’m gonna end this review by saying: y’all come on down to Southeastern Louisiana! V.O. This completely objective YouTube review by ‘Louisiana Beer Reviews’ sounds so much like an ad for our beer, that we used it as an ad for our beer. Carlsberg. Probably the best beer in the world. 4. SofaKingDrunk 45sec.: Beer reviewer: SofaKingDrunk back again. Did one of you just know is Carlsberg… uhm… the original Carlsberg, brewed in Copenhagen since 1847. The Danes have been brewing this stuff for years. So there we have sort of uhm… sort of light, goldy yellow, sweet, sweet grain, a sweet uhm digestive biscuit. Little bit of honey, nice and light, refreshing. SofaKingDrunk, see you in another beer review. VO: This completely objective YouTube review by ‘SofaKingDrunk’ sounds so much like an ad for our beer, that we used it as an ad for our beer. Carlsberg. Probably the best beer in the world.