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ANDY Awards

Creative Award
New York, United States
Carlsberg - "Banknote" by ANDY Awards 2007

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TitleBanknote
Agency
Campaign The world … according to Carlsberg - Carlsberg
Advertiser Carlsberg Group
Brand Carlsberg
PostedApril 2010
Business Sector Beers, Ciders, Lagers
Tagline Carlsberg don't do litter. But if they did it it would probably be the best litter in the world
Philosophy IDEA - The World...according to Carlsberg.
Problem OBJECTIVE - To convert a brand that is held in every lager drinkers
repertoire into one that enjoys their loyalty.

ISSUE - Carlsberg is only one of a wide range of lagers – indistinguishable in terms of product in a market in which it
is outspent and out distributed.

INSIGHT – Blokes know there is no real difference between standard lagers, but they respond strongly to beer brands
that see the world their way.
Media Type Outdoor/Out of Home
Market United Kingdom
AI Description The Carlsberg ad titled 'Banknote' features an urban setting with a pavement as the focal point. A hand is seen reaching down to pick up what initially appears to be a £20 banknote, drawing attention due to its realistic portrayal. Upon closer inspection, the banknote is a clever piece of advertising. The note features the portrait of the Queen but includes a playful twist with a speech bubble stating, 'Carlsberg don’t do litter. But if they did it would probably be the best litter in the world.' This humorous and ironic statement is complemented by the Carlsberg logo. The image plays on the theme of littering, subtly promoting environmental consciousness while maintaining brand recognition.