Carlsberg: advert-body-1 by Armoury & Fold7
- Location:
In a world first, Carlsberg teams up with creative agency, Fold7, and production company, Armoury, to launch a waterfall-powered pub off the back of a new four-part documentary series, ‘Build the Danish Way’.
With this new piece of branded content, Carlsberg opts for a non-conventional approach to the reality TV format to reimagine the beloved British institution with a unique Danish twist. The brewery giant challenged six strangers to ditch their office desks for a once-in-a-lifetime adventure experiencing the Danish way of living. Camping out in the magical wilderness of Tintagel, North Cornwall, the cast of young professionals are tasked with building a waterfall-powered pub, from scratch, in just five days – despite having zero building experience between them. Throughout the week, the cast discover what it’s like to escape modern-day distractions as they swap their smartphones for hardhats and handsaws. The six individuals not only reconnect with nature but also uncover surprising truths as they overcome various challenges.
Carlsberg and Fold7 partnered with London-based production company, Armoury, to create four five-minute films that immerse viewers in the cast’s fascinating and wanderlust-inducing journey. Shot in the mythical forests of Tintagel during summer, the visually stunning films transport the audience to a narrative that is, refreshingly, worlds away from our fast-paced daily grind. Equally original is the intimate but non-invasive way the documentary series portrays the six Brits’ stories developing.
Credits
CREATIVE AGENCY: Fold7
CREATIVE: Verity Messett
CREATIVE DIRECTOR: Ryan Newey
PRODUCER: Emily Rohan
SENIOR ACCOUNT MANAGER: Jono Craven
EXECUTIVE PRODUCER: Andrew Casher (Hyperactive)
ADDITIONAL AGENCY: Hyperactive (Experiential Agency)
PRODUCER: Christine Cowin (Hyperactive)
PRODUCTION COMPANY: Armoury
DIRECTOR: Jack Laurance
DOP: Jordan Buck
PRODUCER: Matt Hichens
PRODUCTION MANAGER: Billy Rowlinson
PRODUCTION CO-ORDINATOR: Katie Milner
DRONE OPERATOR: Tom Hughes (Drone Op), James Keith (Drone Pilot)
CAMERA OPERATOR: James Rhodes
CAMERA: Maggie Stanczak (Camera Trainee), Peter Davidson (Camera Dept. Runner)
CAMERA ASSISTANT: Alasdair Baines (A Cam 1st AC), Josh Tilley (Loader / 2nd AC / DIT)
ARCHITECHS: New British Design
SOUND RECORDIST: Brendan Crehan
SOUND: Marco Baldassarre (Sound Assistant)
OFFLINE EDITOR: James Demetriou
PHOTOGRAPHER: George Fielding
SOUND DESIGN: Marcin Pawlik @ ENVY Advertising
COLORIST: Tim Smith @ Electric Theatre Collective