Carlsberg's curious beginnings

Carlsberg – Curious Beginnings

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Agency Fold7/London
Production Company magna studios/London
Director Sam Pilling

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Credits

powered by

Agency Fold7/London
Production Company magna studios/London
Director Sam Pilling
Editorial tenthree
Post Production Electric Theatre Collective
Sound Design 750mph
Music Theodore Music
Founder

Managing Director James Joice
Executive Creative Director Dave Billing
Creative Director Rob Griffiths
Head of Production Michelle Hickey
Head of Creative Services Maggie Roberts
Producer Lucy Gossage
Executive Producer James Sorton
DP Justin Brown

Editor Ellie Johnson
Producer Rachel Goodger
Colorist Jason Wallis / (Colorist)
Producer Joe Billington
VFX Supervisor David Filipe
Sound Design Sam Ashwell
Sound Designer Jake Ashwell
Producer Olivia Ray

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If you've been down the pub on a Friday night, there are probably different c-words you would associate with Carlsberg drinkers over 'curiosity', but eschewing that observation, this neat campaign from Fold7 paints a lovely picture of the lager's place in history.

Taking us through vignettes involving modern-day clubbers, jazz-era swingers, dancing Roman Legionnaires, flautist shepherds, and even whistling cavepeople, Do the best things begin with curiosity? Probably is a witty take on the development of key movements, placing Carlsberg at the center of all.

Smartly directed by magna studios' Sam Pilling, who uses a neat pull-back tracking shot through the brand's logo to take us through the timezones, this flash, 900 Number-scored film certainly piques the curiosity.

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“This campaign is rooted in the insight that we can push the boundaries of progress with curiosity," explains Lynsey Woods, Global Brand Director at Carlsberg, "something that is intrinsic to our core values at Carlsberg. Our founder J.C. Jacobsen’s mantra was ‘Semper Ardens’, Latin for ‘always burning’.

"Today, over 177 years later, we are still using our curiosity to push the boundaries of brewing beer through science, whether that’s finding new ways to reduce the energy and water needed in the brewing process, or developing crops which can tolerate a more extreme climate.

“We want to showcase, with a little fun, wit and entertainment, that we can all reinvigorate our curious side, and we hope the campaign does just that for beer drinkers across the world.”