When the lights went off – a true global campaign

Author: Simon Roth Sydney March 31st, 2007 – It was 7:30pm when the lights went out and the city turned dark. This very hour without lights from 7:30pm to 8:30pm marked the start of what can be described as one of the most powerful global campaigns, which – in the beginning – was not intended to become global at all. The Earth Hour was initiated by WWF Australia (www.wwf.org) and conceived by advertising agency Leo Burnett (www.leoburnett.com.au) to take a …

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That calls for a Carlsberg: how youtube boosts the launch of an international campaign

Author: Michael Domeisen The Carlsberg Group is one of the leading brewery groups in the world with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. Over the last decade, the Carlsberg Group has become the fourth largest brewer in the world. On 22 September 2011, Carlsberg launched its …

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