Carlsberg Global wanted to shout about their 0% beer, on the evening of the 31st January. Using their 30 year partnership with Liverpool FC they chose the Reds' Premier League home match against Chelsea to shout about it. It was mine and the team's job to decide just how to shout about it.
We did a bit of digging and found a insight that got us all super excited. 4 out the last 5 meetings between the teams had finish 0-0. Cue Carlsberg 0.0%, the only 0-0 we want.
The result was a multi-pronged creative approach spanning social and digital in the form of 'Chat and Challenge' videos using Liverpool talent, a print ad in the official match day program, LED adverts that could be seen during the live coverage and an experiential beer van that had Scousers necking bottles of Carlsberg alcohol free in their droves.
This campaign really showed the power of a strong insight and clean, punchy line of copy which formed the basis for a very successful campaign.
Role: Creative Strategy, Concept, Copywriting, Creative Direction
The result was a multi-pronged creative approach spanning social and digital in the form of 'Chat and Challenge' videos using Liverpool talent, a print ad in the official match day program, LED adverts that could be seen during the live coverage and an experiential beer van that had Scousers necking bottles of Carlsberg alcohol free in their droves.
This campaign really showed the power of a strong insight and clean, punchy line of copy which formed the basis for a very successful campaign.
Role: Creative Strategy, Concept, Copywriting, Creative Direction
