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Probably TEDx

基本信息
行业: 酒精饮料
媒体:推广与活动
投放:比利时
风格: Minimalism
说明cnen
Synopsis
To celebrate its 170th anniversary in August 2017, Carlsberg hosted a week of festivities in its hometown Copenhagen. Over 10.000 Journalists, stakeholders and beer lovers from around the world were invited. Challenge was to find a way to culminate this week of festivities linking to Carlsberg’s rich history and heritage.
Strategy
To celebrate the 170th anniversary of Carlsberg Over 10.000 Journalists (both professional and general press, stakeholders from around the world and beer lovers (influencers) from around the world were invited for a wxeek of festivities. Apart from touching that main target directly we obviously wanted to touch a broader audience in general and a more specific Carlsberg audience in over 10 European markets. That’s the campaign combined online film, live event, real-time streaming and 8 short formats from the 17-minute talk.
Relevancy
TEDx Talks are a well-known medium for inspiration. For the first time ever, we managed to use that medium for a brand. More specifically for a brand heritage campaign. And another worlds first, it was a post-humous TEDx talk. We got J.C. Jacobsen, the founder of Carlsberg, who died 130 years ago, officially selected by the TEDx curators. What better way than to use a real TEDx event to integrate Carlsberg legacy into the TEDx platform.
Outcome
The TEDx event sold out. After just 24h it became the most viewed Talk on the TEDx Copenhagen platform. Afterwards the 17-minute talk was split into snackable 1-minute films and other social content, used in over 10 different European markets, already reaching over 15 million people. It was praised in the international press, especially because of the fact that the TEDx talk was not just an empty stunt but a truly inspiring Talk, quoted as “worthy of a 19th century Steve Jobs”.
Execution
The 17-minute Tedx talk by JC Jacobsen wasn’t just words. It was his words. For months a team of speechwriters and biographers from the Carlsberg Foundation studied the rich documentation of the Carlsberg archives. The aim was not only to be historically correct but to really grasp his mind and write a truly inspiring TEDx talk. Relevant for today. But in sync with 1883. JC Jacobsen took the stage via a live hologram and interacted with the crowd (hologram technology was invented late 19th century, matching the historical period). The TEDx Talk was announced via an online film, filled with real events from Jacobsen’s past. The TEDx talk was also hosted on Youtube live for the world to enjoy. Afterwards the 17-minute was split into 8 short content films of at about 1 minute each. Which was the kick off for a year round content campaign.
CampaignDescription
What good is a party without its most important guest? To culminate the week of festivities with a clear focus on Carlsberg’s rich history and heritage, on August 23rd, we brought the founder of Carlsberg, who died 130 years ago, back from the dead, to deliver a first-ever, post-humous TEDx talk. The talk was officially selected by the curators of TEDx and was titled ‘Why you should answer every question with probably’. A 17-minute inspiring talk on the value of uncertainty as a driver for business, and life.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 媒介应用
Sectors > Food & Drink
戛纳国际创意节 2018
入围 公关活动
Sectors > Food & Drink
The One Show 2018
优秀奖 公关
Innovation in Public Relations
The One Show 2018
优秀奖 公关
Brand Voice
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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