Carlsberg - The Danish Way
Two years ago, I was briefed to save one of Britain's most famous beers. See, the beer market was changing. So it was out with football and lads lads lads, and back to Carlsberg's roots - the picturesque and charming backdrop of Denmark. I spent months researching this wonderful nation, finding out what 'hygge' means and it transpires that Denmark is often voted the 'World's Happiest Nation'. Now all we needed was a wise, charming, well dressed Danish philosopher to take us on a journey of discovery. From there it's been a slightly terrifying but exhilarating joy ride of success. More scripts. More shoots. More countries. More Mads Mikkelsen. Creating a new brand tone of voice that lives through TV, print, online films, social media, on and off trade. From what started as a brief to re-introduce the UK to Carlsberg Export, we then took on Carlsberg main brand, introduced Carlsberg Unfiltered, and finally we won the Carlsberg business globally. Since then I've been creating one consistent campaign for Carlsberg all around the world. The best brief of my career so far? Probably.