Carlsberg: Litter

'£5000 in £10 and £20 notes were individually dropped around the streets of London with a removable sticker that read, Carlsberg don't do litter. But if they did it would probably be the best litter in the world'.

Advertising Agency: Saatchi & Saatchi, London, UK
Executive Creative Director: Kate Stanners
Creative Directors: Richard Denney, Dave Henderson
Creatives: Rob Porteous, Dave Askwith
Via: bestadsontv

21 comments

Conceptual-eyes's picture
Conceptual-eyes
1475 pencils

Nice

shalim's picture
shalim
38 pencils

Must be a costly affair

Wordnerd's picture
Wordnerd
6660 pencils

Thats very expensive for such a small audiece.. also in my opinion the claim is used the wrong way. it means "everything we do is great" now. thats poor and unappealing

drunk dave's picture
drunk dave
1066 pencils

Ever heard of they old adage, "I told two friends, and they told two friends"?
Probably a massive audience then. And Carlsberg have positioned themselves on the 'the carlsberg way of doing things" for ages. And a Cannes Grand Prix would also indicate you're wrong. I think maybe your comments are 'poor and unappealing'.

Wordnerd's picture
Wordnerd
6660 pencils

Yes, you're right. Carlsberg isn't positioned the same way in germany. It actually is a great idea. Not because of "must obey cannes" reasons, but because i just got the idea in full. nevermind

A. J. SMITH's picture
A. J. SMITH
2834 pencils

Or maybe Cannes got it wrong.

A. J. SMITH's picture
A. J. SMITH
2834 pencils

This is poor and unappealing. Right enough.

drunk dave's picture
drunk dave
1066 pencils

The top creatives around the world all got it wrong? So who's the judge... you? I think they've deseerved... no earned... the right to say what's great or not, surely?

A. J. SMITH's picture
A. J. SMITH
2834 pencils

They may have yeah, I dunno, was it the most effective ad in its category?

The effectiveness is the judge. Because thats what its supposed to do; communicate effectively.

You really SHOULD know that.

drunk dave's picture
drunk dave
1066 pencils

I think I was wrong about the award any hoot. Thought I saw it on the front page of Cannes site, so I'm an ass for getting that wrong. Still stand by judging criteria to evaluate award winning work, and as this is a site that looks at creativity, not effectiveness, that's what we need to evaluate all the work on.

A. J. SMITH's picture
A. J. SMITH
2834 pencils

Oh yeah; true enough about this site, it lets us hear a second opinion on ideas, its like when we seek a second opinion at work, only here you get tonnes of them. And this sites great for that, so thats great yeah!

But personally I disagree on judging awards by creativity, I don't put much stock in awards, except effectiveness awards.

After all, they're they only ones which refect how well your ads, and therefor you have done your job.

I think creativity judging is all subjective. Effectiveness is real.

Wordnerd's picture
Wordnerd
6660 pencils

Now i must disagree. Creativity is a vast field. If you don't care for effectiveness, you should be an artist. We're doing a job and it's a hard one. There is enough space for creativity but first of all it has a purpose. sometimes i have the feeling awards are just made to show the world what you would actually like to do if it wasn't for the evil clients.
But as awards also show, is that there is a way to combine creativity and effectiveness. Those are the rarest but i think those are the only ones that count

A. J. SMITH's picture
A. J. SMITH
2834 pencils

Couldn't have said it better.

For those creative ideas you'd love to do, but for one reason or another can't, there's always the chip shop awards too.

For me, its the chip shops for creativity, or effectiveness awards for good ads. Period.

drunk dave's picture
drunk dave
1066 pencils

I realy dont think anybody would like to see effective ads here. We could put up shampoo testimonials, nappy ads that show lock in gel. These are effective ads that work, and suck and nobody with any creativity wants to see... so it's back to awards based work we're interested in.

A. J. SMITH's picture
A. J. SMITH
2834 pencils

Sure. But thats not what i was saying was it.

I was saying that judging them on effectiveness is the only way to judge their EFFECTIVENESS. Not necessarily that I want to see effective ones here, if you back track a bit you'll notice you missed that I was saying I liked seeing the work on here, all of it, warts an' all, and seeing everyones opinions...

(sigh) I'll dumb it down for you; an advert, you, or I create is supposed to communicate whatever it is the client is paying us to do. How well it achieves this is the measure of its success.

Now, going back to what we want to see, what you're saying, (a new topic) is stimulating creative work is what we want to see. (I ENTIRELY AGREE WITH YOU THERE) But I don't care how many Cannes it got, hell have scamps on here too in my opinion.

What I was saying, was that, in my opinion, a truly great ad should be awarded for effectiveness, then if its creativity is awarded too, thats a bonus.

Come on man, keep up! ;-)

Renan's picture
Renan
64 pencils

:0

Pacific Blue's picture
Pacific Blue
335 pencils

Already done in Spain by SCPF*
Direct Mail.
5 euros note with a bussiness card of the agency sticked.
"Worthy ideas never go to the basket"

The target were the potential clients for the ad company.

10/ 10.

Spanky's picture
Spanky
4899 pencils

I can't say I speak the Queen's English. But it would appear they're butchering their own language.

"Carlsberg don't do litter."

-- Carlsberg doesn't litter.

"But if they did it would probably be the best litter in the world'.

-- But if they did, it would probably be the best litter in the world. (missing comma)

Aside from that, I've seen similar ideas done with money before. And the denominations of this ($20 and $40 in US currency) leads me to believe this was either a very limited scam ad. Or completely fake altogether.

♥ get lost ad freak ♠'s picture
♥ get lost ad f...
250 pencils

like most royal families, the windsors have to cope with the results of a century old tradition of incest.
furthermore, even a very limited scam ad can have a huge impact; just inform the press and you'll have a nice, not so expensive campaign.
there will be money left to throw down the drain.
______________________________________________________________
♥♠

Guest's picture
Guest

That's because for years running, their TV adverts had the slogan "Carlsberg don't do xxx, but if they did, they'd probably be the best in the world" and the grammar would usually be somewhat correct.

The lack of comma was indeed silly though.

bluefish's picture
bluefish
74 pencils

"It's a big ad, expensive ad... It better sell some bloody beer!" as Carlsberg put it not too long ago :)

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