Outdoor: Probably the Best Poster in the World
by Fold 7 for Carlsberg UK
On 8 April this year, Fold 7 erected a poster embedded with a Carlsberg fount and a stack of glasses on a wall of The Old Truman Brewery on London’s Brick Lane. Over the next 24 hours it went on to serve 1,400 samples. But the really big numbers came from the consequent media coverage. Based on a one-day stunt that was totally in keeping with the brand - ‘If Carlsberg made billboards they would probably be the best billboards in the world’ - it reached 60 million consumers globally, the agency claims. “Simply brilliant,” said our judges.