Cannes Lions

Carlsberg Reviews

HAPPINESS BRUSSELS / AN FCB ALLIANCE / CARLSBERG GLOBAL / 2019

Demo Film
MP3 Original Language
Demo Film

Overview

Entries

Credits

Overview

Background

YouTube is filled with tons of beer reviews: videos made by beer-enthusiasts from all over the world tasting beers and sharing their honest findings. The reviews are often recorded from their kitchen or basement with a simple webcam or phone.

Carlsberg decided to filter out the reviews for their classic Carlsberg pilsner and discovered that most of them were exclusively positive. In fact, some of them sounded so much like ads for their beer that Carlsberg, well, turned them into ads for their beer.

Probably the most honest radio campaign in the world.

Execution

YouTube is filled with Carlsberg beer reviews: videos made by beer-enthusiasts from all over the world, sharing their honest findings. We discovered that most of them were exclusively positive.

In fact, some of them sounded so much like ads for Carlsberg that, well, we turned them into ads for Carlsberg.

Important: no reviewer was paid! All of the reviews you hear are completely unbiased and taken as such, from Youtube.

Carlsberg. Probably the best beer in the world.