- C L I E N T -
Carlsberg
Campaign Design
- P R O J E C T -
Keyart
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The Project
We were asked to reinterpret the brand’s deep-rooted heritage in a fresh, visually compelling way. Our objective was clear: elevate Carlsberg beyond a beverage—position it as a symbol of intellectual generosity, scientific legacy, and timeless quality.
J.C. Jacobsen
Story of a visionary
Founded in 1847 by J.C. Jacobsen, Carlsberg was never just a brewery. Jacobsen was a visionary who believed beer could be both a science and a force for good. He established the Carlsberg Laboratory in 1875, where world-changing discoveries took place—most notably, the isolation of Saccharomyces carlsbergensis, the pure yeast strain that made modern lager possible. Instead of keeping this advancement proprietary, Jacobsen made it freely available, laying the foundation for global brewing standards and proving that progress should be shared, not hoarded.
This campaign paid homage to that legacy. Our visual language echoed both the refined clarity of science and the emotional richness of culture. From a zipper made of bottles revealing the iconic green label beneath, to a naked bottle declaring “The Emperor Has No Label,” each execution played with the contrast of tradition and modernity, subtlety and boldness.
We rooted the work in Turkish cultural cues and humor, ensuring local relevance while still honoring Carlsberg's Copenhagen soul. What emerged was a series of key visuals that didn’t just sell a beer—they told the story of a brand that shaped an entire industry.