Carlsberg needed our help to create the world’s first waterfall-powered pub. We partnered with them to create a 4 part mini-series of 5 minute films, following six young people with no prior construction experience coming together to build the pub, in just 5 days. The series was launched across Carlsberg’s UK social channels, including YouTube, Facebook, and Instagram.
Designed to give Carlsberg’s UK audience the ideal introduction to living the Danish way, the films invited its participants to question their work-life balance and reassess their relationship with technology. By whisking them away from everyday life and taking away their smartphones, we challenged them to build not just a pub but also new friendships – all without being able to hide behind social media or instant messenger.
What We Did
- Partnered with Fold 7 and Hyperactive to develop the concept from scratch.
- Conducted market & creative research to develop the concept, whilst also working with our director to cast the right contributors, so that there was a diverse mix of people and backgrounds, in order to build interesting narratives.
- Logistically managed filming in rural Cornwall.
The campaign was a mix of the following elements;
- Physical Experience - with the pub being turned into a bookable Airbnb as a part of the campaign
- Episodic content capture of the build
Impact
- £15m worth of PR reach across national and trade press
- Reached 5.3m (UK) via youtube.
- A further 3.3m people were reached by people talking about the campaign.
- 11.3m further impressions on news, PR, and influencer content.
- 300+ of people swiped up to book the cabin on Airbnb.
"Designed to give Carlsberg’s UK audience the ideal introduction to living the Danish way, the films invited its participants to question their work-life balance and reassess their relationship with technology.”
Awards
- Best Activation Event Production Awards (Winner)
- Alcohol Experience - FAB Awards (Winner)
