Carlsberg Shark Tank 7 Campaign

Credit:

Year: 2023

Client: Carlsberg Vietnam

Agency: Mullenlowe Mishra VietNam

Production House: Echo Films

Film Director: Sam

Creative Director: Lance Yumul

Senior Copywriter: Chau Vu

Art Director: Khoa Vu

Senior Designer, Production Art Director: Sang Truong

Deliverable: Thematic TVC, KV Product and Thematics, Social Plan for Sharktank 7

My Scope of Work: Art Direction, Quality Check for Production, Design Artwork, Social Artwork and Media for Shark Tank 7

Carlsberg is probably the best and most well-known beer in the world, but in Vietnam, their market share at the time was only a humble 0.5%. So the challenge posed for us at MullenLowe Mishra is monumental: to put Carlsberg on the map of beer drinkers in Vietnam and not just any beer enthusiast, but the connoisseur, the achiever, the businessman, the ones that represent the spirit of ever improving from Carlsberg since 1847.

To penetrate the said audience, Carlsberg Vietnam collaborated with one of the most notorious business game shows in the country - Shark Tank - and lent the powerful images of the sharks to further reinforce the stance of Carlsberg quality as a brand, and as a beer.

Handling visuals and production with the sharks is a special experience that I won't soon forget.

Story Board

Thematic TVC

Visual cue:

The Hop Leaf serves as a symbol of triumph and achievement thoughtfully positioned behind the product to emphasize its bold presence and refined character. It’s more than a visual device; it reflects the enduring values of progress, excellence, and reward that resonate with those who strive for success.

The Pedestal represents elevation — not only of the product itself, but of the values it stands for. Each step toward the top mirrors the journey of every driven individual, marking stages of growth, ambition, and accomplishment. It is a tribute to those who rise through determination and vision.

Creative Concept:

We champion Carlsberg as the ultimate emblem of celebration. The one toast that crowns countless achievements. The Kingdom Pedestal embodies this sentiment: one beer. A thousand achievements

Product KV Sketch

Product KV

Thematic KV Sketch

Confident, ambitious, and modern, the man raises his Carlsberg bottle, a bold toast to the milestones he’s conquered and the journey that defines him.

He stands tall atop the central pedestal, a symbol of recognition. Around him, a series of smaller pedestals rise like chapters in his personal story, shaking hands on a breakthrough deal, celebrating alongside fellow visionaries, marking each turning point with pride.

Each pedestal captures a moment of growth, a victory earned. Together, they form a legacy, one worth lifting a glass to.