||Carlsberg / Publicis
Campaign in a Box
Spring69 produced a monster 30 minute internal presentation for Carlsberg's 2011 campaign launch conference.
We were given seven days to create the whole thing from scratch. Cheers! This entailed co-ordinating the timely delivery of a massive amount of information and media from agencies around the world and developing a fresh, concise and exciting format in which to package it.
To introduce the new campaign we shot cinematic scenes of a city at midnight on the eve of the launch. The campaign then came alive and started to spread around the city - unseen by human eyes.
Beautifully composed and atmospheric cityscapes were composited with the new campaign imagery in post... Carlsberg TV commercials began playing on huge LCD screens, a stack of abandoned televisions in a disused carpark sparked into life with the new football bumpers, billboards, flyposter sites and magazines were animated to show the new thematic print etc.
We also created motion title sequences where a 3D lightbox holding the text was modeled and comped into the city backdrops. We tracked past, around or pulled focus from the lightbox to transition into the next section.
A rewarding project to have been involved with and a true test of Spring69's capabilities to deliver against the clock. The presentation was shown on the biggest LED screen in Europe to a huge industry audience and went down a storm by all accounts. Now that does call for a Carlsberg!
Can't show you any of it because its all hush-hush but here are some stills to show you how it looked.