After a successful marketing campaign for Carlsberg Pilsner the previous year, in 2019 the focus shifted to Carlsberg’s premium lager called Export.

Using the equity built up in the brand’s famous ‘Probably...’ strapline, a new variant was created for the beer, highlighting the fact that Carlsberg Export repeatedly beats its premium competitors with a famously Danish modesty.

The campaign went live across a vast media schedule, of which I created a TimeOut cover wrap, as well as dozens of DOOH motion sites, which included takeover of 8 of the busiest London Underground stations.

Project credits:
Head of Design: Jamie Craven
Creatives: Jo Taylor and Kiran Strickland
Cloth Animation: Johnie Clayton