Carlsberg: PROBABLY THE BEST AD IN THE WORLD by Duval Guillaume Modem Antwerp for Carlsberg

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Carlsberg: PROBABLY THE BEST AD IN THE WORLD

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Industry Beers and Ciders
Media Promo & PR
Market Belgium
Agency Duval Guillaume Modem Antwerp
Creative Director Geoffrey Hantson, Lansen Walraet
Art Director Kristoff De Prins
Copywriter Philippe Blondé
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Print Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Print
Advertiser/Client: CARLSBERG
Product/Service: BEER
Entrant Company: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM
Advertising Agency: DUVAL GUILLAUME ANTWERP/MODEM, BELGIUM
Media Agency: INITIATIVE MEDIA Brussels, BELGIUM
Creative Director: Geoffrey Hantson/Lansen Walraet (duval Guillaume / Modem)
Art Director: Kristoff De Prins (duval Guillaume / Modem)
Copywriter: Philippe Blondé (duval Guillaume / Modem)
Account Director: Dimitri Mundorff (duval Guillaume / Modem)
Results and Effectiveness:
More then 350,000 people viewed the tutorial video online.
Creative Execution:
We created an ad that allows you to open your bottle of CARLSBERG. It’s named ‘probably the best ad in the world’. Readers were sent to www.probablythebestadintheworld.be to see how it works.
Insights, Strategy and the Idea:
CARLSBERG is known to be ‘probably the best beer in the world’.
Brief: create a print ad for a men’s magazine that convinces readers of the CARLSBERG claim.