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20 May 2021

Clear water ahead.

by Syd Briscoe


Carlsberg: “Turtle” - 30s

It's a marine moment for Carlsberg's latest campaign, as it focuses on the brand's environmentally-friendly packaging. Eschewing perennial spokesman Mads Mikkelsen for a star with more, erm, shell power, this instalment sees thousands of plastic rings disappear from the ocean in an instant.

Lovely animation ensures the dreamy underwater action is crisply rendered, while the beep of a supermarket checkout anchors things firmly in the real world. The Tim Burton-style soundtrack also enhances the piece's fantastical vibe... if a talking turtle didn't already do enough on that front. As other brands turn to edible packaging, paper rings, and other such innovations, the Danish brand argue their 'snap pack' is the way forward.


Creative Agency: Fold7 Ⓟ Ⓦ
CCO: Ryan Newey
Senior Creative: Verity Fine Hosken
Business Team: Sarah Rodrigues
Agency Producer: Michelle Hickey
Film Production: Stink Ⓟ Ⓦ
Director: Hernan Corera Ⓟ Ⓦ
Producer: Paz Parasmand / Jon Chads
Production Ass'nt: Izy Brand
Cinematographer: Sebastian Cantillo / Andres Arochi (Underwater)
Editor: Joan Solsona

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