May 19, 2021
Fold7 illustrates Carlsberg’s sustainable future in two new films
The TV campaign highlights Carlsberg's partnership with WWF to protect ocean wildlife.
Carlsberg’s UK partnership with the world’s leading independent conservation organisation, WWF, becomes front and centre for the brand in this new chapter of communications, reflecting Carlsberg’s commitment to creating a better tomorrow for our planet.
“The Seal” dramatises Carlsberg’s contribution to the planting of seagrass in UK waters, helping to reverse a century of damage that has seen almost 92% of the species lost. A vital habitat for wildlife, seagrass is also an incredible tool in the fight against climate change, absorbing carbon up to 35 times faster than tropical rainforests.
The ad sees a man and woman enjoying a Carlsberg Snap Pack on a pier, when they spot a seal swimming in the sea nearby. Upon opening the can, they watch the creature dive beneath the surface and witness the eruption of vast meadows of seagrass, as the VO explains how Carlsberg and WWF are working together to restore this underwater amazon. “The Seal” is just part of the brand’s activity in this space, with an on-pack promotion to follow later in the year, which will see the brand donate 50p from every pack redeemed to support seagrass restoration.
“The Seal” is supported by a second film: “The Turtle”. Here we follow a wise old turtle, whose ocean is polluted with plastic rings. Suddenly, the rings start to vanish, each with a familiar-sounding ‘bleep’ – as the film comes to a close, we cut to a supermarket where we realise that each ‘bleep’ coincides with a Snap Pack of Carlsberg being rung through a till. The VO explains how each Carlsberg Snap Pack removes plastic rings from its packaging, ultimately protecting ocean wildlife, like our friend the turtle.
“Carlsberg is on a journey of positive change. In 2019 we made our beer better and we have launched Snap Pack, an innovative technology that removes plastic rings from our packaging.” said Emma Sherwood Smith, Carlsberg’s Marketing Director. “Now we want to go even further and are proud to be working with WWF in the UK to create a better tomorrow for our planet, while helping consumers make a big difference by making one small change – simply by choosing a Carlsberg beer.”
“We are proud to be leading the development of such an important partnership for the brand and its evolution in new comms.” said Ryan Newey, Founder and Chief Creative Officer, Fold7.
Emma Sherwood-Smith, Marketing Director
Senior Creative: Verity Fine Hosken
CCO: Ryan Newey
Business Director: Sarah Rodrigues
Producer: Michelle Hickey
Production Assistant: Izy Brand
Director: Hernan Corera
Production Company: Stink
Prod Co Producer: Paz Parasmand / Jon Chads
DOP: Sebastian Cantillo / Andres Arochi (underwater)
Editor: Joan Solsona
Post House: UPP Prague (VFX: Mário Dubec/ Producer: Kristyna Rádková)
Recording Studio: Factory – Executive Creative Director – Anthony Moore / Sound Engineer – Mark Hills / Assistant Sound Engineer – Frankie Beirne / Audio Producer – Deborah Whitfield
Music: Sian Rogers @ Siren
Composer: Chris White