Carlsberg: Relaunched a legacy beer brand for the creators’ generation

  • Challenge

    Carlsberg needed to connect with a younger German audience. Despite its strong heritage, the brand lacked relevance among a generation defined by creativity and self-expression.

  • Big Idea

    We repositioned Carlsberg through “Creative Pioneers” — a platform celebrating the creative spirit in all of us, repurposing Carlsberg’s 100 year legacy in innovation and art for a new generation of creators.

  • Result

    • Launched Creative Pioneers, a digital series spotlighting young German artists
    • Introduced The Moment When OOH campaign, unveiling Carlsberg’s refreshed visual identity
    • Integrated A.I.-generated art via Midjourney across social media
    • Built a creator-first content ecosystem to spark authentic engagement
Watch the series trailer
Index
  • E.ON
    Created the most-watched energy sustainability campaign in history
  • Next case
    Listerine
    Invented a fictional influencer that reignited a legacy brand