Carlsberg’s “probably not” campaign returns with Keen Tweets
A year on from “Mean Tweets”, director Richard Pengelley returns to direct the follow-up three-film campaign “Keen Tweets”, with just as much honesty and bravery as before.
With the last outing scooping Marketing Week’s “Campaign of the Year”, this outing picked up where that one left off (this time with slightly friendlier appraisal). You may spot a familiar face or two across the trio of films, as we put the new brew to the Twitter test.
Playing on a word guessing game, employees are faced with actual opinion tweets about the new Carlsberg brew, such as: “‘The new Carlsberg is a******* c****’’ (‘actually class’); ‘#NewBrew is s*** **!!’’ (‘spot on’) and ‘New Carlsberg a******** s****’’ (‘actually slaps’).
Keen Tweets racked up 1.1m views in 24 hours and now counts 15m+ since launch in early March. This 2020 online campaign supported a wider TV, social, digital and OOH rollout, through the brilliant team at Fold 7.
For more about the campaign – or if you’d like to sample the new brew with one of the team – dial the Dirty hotline and ask for Alex.
Client: Carlsberg UK
Agency: Fold 7
Creative Director: Adrian Lim
Agency Producer: Max Di Nunno
Production Company: Dirty Films
Director: Richard Pengelley
Producer: Mike Carr
Executive Producers: Alex Bedford and Ben Parkin
DOP: Olly Wiggins
Editor: Suga Suppiah
Colourist: Jon Dobson @ Wash Post
Special thanks to all the employees at Carlsberg HQ.