BEERME
Bronze eurobest Award Campaign
Title | BEERME |
Brand | CARLSBERG INTERNATIONAL |
| 3 of 3 Campaign |
Product/Service | CARLSBERG |
Category |
A01. Fast Moving Consumer Goods |
Entrant
|
HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
|
Idea Creation
|
HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
|
Credits
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.
Please check: http://justdidit.eu/BeerReviews
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. It’s a huge community. 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.
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.