Carlsberg: Don't drink and fish
Carlsberg DrunkenBait on fishing rod
Carlsberg DrunkenBait
DrunkenBait pack shot
DrunkenBait pack shot back
Svartzonker workshop
DrunkenBait Clean
Description
Drowning is a major cause of unintentional injury death worldwide, and alcohol is a common risk factor, particularly in fatal boating and fishing-related accidents. However, the dangers of mixing alcohol with fishing are not fully acknowledged.
To engage with the large community of anglers and recreational boaters, Carlsberg teamed up with internationally renowned lure builder "Svartzonker" to create the DrunkenBait – a unique fishing lure resembling a drunk person that’s ended up at the bottom of the lake.
The DrunkenBait serves as a stark reminder of the risks of being drunk on the water and a call to choose non-alcoholic alternatives when fishing. It’s also a fully functional predator lure; each one hand-painted and individually weighted by Svartzonker himself.
The DrunkenBait and a call to "Don’t Drink and Fish" can be seen through online video ads, social media, print ads, PR, and influencer activations.
The limited edition of DrunkenBaits comes in a specially designed box. They will be distributed through selected resellers, online auctions, and social media competitions, with proceeds going to fish conservation and the Swedish Red Cross’s water projects.
This professional campaign titled 'DrunkenBait' was published in Sweden in July, 2024. It was created for the brand: Carlsberg, by ad agency: Burson. This Digital, Experiential, and Integrated media campaign is related to the Alcoholic Drinks industry and contains 7 media assets. It was submitted about 1 month ago by Copywriter: Niklas Adamsson of BCW.
Credits
Agency: Burson, Stockholm, Sweden
Creative Director: Axel Bringel
Senior Art Director: Frida Söderberg
Copywriter: Niklas Adamsson
Studio Lead: Julia Staberg
Client Lead: Jonas Eriksson
Creative: Mimmi Onsum
Art Director: Anna Skär
PR Specialist: Olga Langenskiöld
PR Specialist: Alice Elfström
Production:
Cinematographer: Simon Lindberg
Photographer: Joel Hördegård
Music: Magnus Larsson
Editor: Hannes Hollender
Print & packaging: Normy
Production partner: Production Republic of Scandinavia
Client: Carlsberg Sweden
Corporate Affairs Director: Casper Danielsson
Brand Manager: Louise Eckerbom
Sustainability Manager: Anna Anderberg
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Claes "Svartzonker" Claesson
