Carlsberg
‘Off The Grid’ Pub
Carlsberg
‘Off The Grid’ Pub
Changing Brand Perception With An Immersive Experience
Objective
Help to reposition the brand as being more premium and build a narrative based around the brand’s Danish heritage.
Strategy
Create an aspirational, Instagenic and newsworthy boutique experience that articulated the Danish concept, and cultural trend, of ‘hygge’ to the next generation of lager drinkers. Encourage UK beer fans to live the ‘Danish Way’ by enjoying hygge time with their nearest and dearest.
Campaign
The antithesis of the high street boozer, we created the ultimate beer retreat miles away from the daily hustle.The Carlsberg Cabin is the world’s first waterfall powered pub. Hidden in the depths of the Cornish countryside it is 100% off the grid, fully sustainable and available to book on AirBnB. However, to further further tap into Danish values we recruited a group of strangers via social media to come together as a team and build the cabin. The entire experience was captured for episodic social content.
Insights + Strategy | Creative Concepting | Campaign Planning | Experience Design | IRL + URL Production | Social Content Creation | Brand Partnerships
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