The Drum Awards Festival - Extended Deadline

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Client: Carlsberg
Date: Apr 2019
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YouTube is filled with tons of beer reviews: videos made by beer-enthusiasts from all over the world tasting beers and sharing their honest findings. The reviews are often recorded from their kitchen or basement with a simple webcam or phone.

Carlsberg decided to filter out the reviews for their classic Carlsberg pilsner and discovered that most of them were exclusively positive. In fact, some of them sounded so much like ads for their beer that Carlsberg, well, turned them into ads for their beer. Surely, Beertubers ‘ThomasMetal75’, ‘SofaKingDrunk’ and ‘GeorgeColvin’ didn’t expect their reviews to become part of an international radio campaign.

The result is a series of 45 second ads in which you hear different reviewers complimenting the artwork, taste and smell of Carlsberg. As if you’re drinking the beer right there with them. All reviews are accompanied by a laidback tune and a cheeky Danish Voice over to top it off.

Probably the most honest radio campaign in the world.


Client: Carlsberg International

Global Director Carlsberg Brand: Julian Marsili

Global Brand Manager Carlsberg: Christopher Bak Billing

Agency: Happiness Brussels

CEO/Executive Creative Management: Karen Corrigan

Chief Creative Officer: Geoffrey Hantson

Creative Director: Katrien Bottez

Strategic Director: Eline Goethals

Creative: Barbara Dzikanowice

Account Manager: Tine Van Hasselt

Sound studio: Raygun

Music: Raygun

Reviewer: Erik Fraunfelter a.k.a. 'ThomasMetal75'

Reviewer: George Colvin a.k.a. 'TheGeorgeColvinShow'

Reviewers: Trevor Lawless, David Harris and Shea Norman a.k.a. ‘BeerMe’

Reviewer: Ronald Theriot a.k.a. 'LouisianaBeerReviews'.