Category A01. Fast Moving Consumer Goods
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

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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.

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.