Carlsberg 'Uncompromising Quality'

A new Carlsberg campaign from BBR Saatchi & Saatchi explore’s the beer brand’s uncompromisingly rich history. The spot follows J.C. Jacobsen who set out on his journey in 1836 to brew the perfect lager. 

He traveled across Europe in search of high quality yeast, and returned to Denmark with a pot of the stuff in his hat box. Jacobsen used it to create a new kind of beer. 

In 1847 he founded the Carlsberg brewery, whose mission would be to brew the perfect lager on a big scale. 

The name had been created by Jacobsen by using his son Carl’s first name, and the Danish word for a hill ‘berg’ on which the brewery was built. Jacobsen’s quest for perfection would become a vision passed down through the generations till this day.

Jacobsen believed that to achieve his dream he would need the people at his brewery to work with two main principles; "quality above all" and "good enough is not enough".

In 1875 Jacobsen founded Carlsberg laboratories with the aim of exploring new ways to improve the quality of his beer. They worked with an ethos of Semper Ardens (Always Burning)… the never-ending search for perfection. 

The campaign puts a comic spin on the Carlsberg founder’s obsession with perfection and the direction from Asaf Kobarovsky draws from the brands historical heritage.

Credits:

Client: Carlsberg Israel
Brand: Carlsberg
Campaign Name: Uncompromising Quality
Release date: 14/6/13
 
Agency: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
Chief Creative Officer: Nadav Pressman
Creative Director: Amir Ariely
Art Director:   Nathan Freifeld
Copywriter: Yiftach Sarig, Tomer Gidron
VP Account Group Head: Nir Federbush
Account Supervisor: Lee Breen
Account Executive: Ziv Mishan
VP Planning: David Kosmin
Planning Supervisor: Shai Nisenboim
Planner: Naomi Ashkenzi
VP Production: Dorit Gvili
Agency Producer: Odelia Nachmias
Director: Asaf Kobarovsky
Production Company: Kadishzon Production
Post Production: Broadcast
Photographer: Toby Hochstein