So, now that the elation and sometimes controversy of Cannes 2015 has subsided, I thought I would add more food for thought.
In 2013 we presented to the Marketing director at Carlsberg activation ideas for the 2014 World Cup. The big idea we had was the world’s first drinkable billboard. Even though he liked the idea he said producing it in Rio was impossible. But we were resolute in the fact this was right for the brand so we re-presented it as a sampling/ambient installation for their Fan Squad event at Wembley Stadium during the 2014 World Cup… again we were met with a no. We believed in the drinkable billboard so much we again presented it after the World Cup in 2014 but were met with silence.
So imagine our surprise when on the 8th of April 2015 Carlsberg and their creative partner launched a one-day stunt in Shoreditch -
the drinkable “poster”.
And in fact in one of his interviews the Marketing Director said they had begun exploring how to create the “poster” in 2014.
After many of our emails were ignored we were sent the official stance that it was just a coincidence.
After many of our emails were ignored we were sent the official stance that it was just a coincidence.
It then went on to win a bronze at the Cannes Lions in the outdoor/adapted outdoor/adapted billboards and posters category.
I believe if it had been produced in its original form it could have done much better and been entered in multiple categories,
but maybe that’s just my creative ego talking.
I believe if it had been produced in its original form it could have done much better and been entered in multiple categories,
but maybe that’s just my creative ego talking.
Feel free to draw your own conclusions.
