Hasta La Motion!

Carlsberg has gathered media attention with “The Best Poster in the World”, a one-day stunt run in London on April 9. A wall outside Truman Brewery in Shoreditch was transformed into a large poster with a Carlsberg font attached. Members of the public queued through the afternoon and evening to pour a complimentary glass of Carlsberg, under the supervision of marketing and security staff.

Dharmesh Rana, the senior brand manager at Carlsberg UK, said: “We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can’t just rely on great TV advertising. ‘If Carlsberg did posters’ is one of many ideas that we’ll be developing over the course of the year to ensure that beer drinkers up and down the country see the Carlsberg brand in a new and engaging way alongside TV.”

Ryan Newey, the founder of Fold7, said: “‘If Carlsberg did’ is an iconic property. Our challenge was to take something that is already so well known and bring it to life in a way that will engage today’s consumer. Our ambition was to create the world’s best poster, and one that serves beer could certainly fit the bill.”

Credits

The Carlsberg Best Poster in the World campaign was developed at Fold7 by creative director John Yorke and Ryan Newey. The poster was designed at Mission Media.

OMD UK handled digital media spend. Fold7 and The Marketing Store are handling social media activity.

Filming was produced at KnockKnock.

While journeys to extraordinary places are the cornerstone of luxury travel, this project follows more well-concealed journeys taking place across global supply chains. It retraces rare earth elements, which are widely used in high end electronics and green technologies, to their origins. The film, developed with photographer Toby Smith, documents their voyage from container ships and ports, wholesalers and factories, back to the banks of a barely-liquid radioactive lake in Inner Mongolia, where the refining process takes place. Unknown Fields Division, in collaboration with Kevin Callaghan, have used mud from this lake to craft a set of three ceramic vessels. Each is sized in relation to the amount of waste created in the production of three items of technology – a smartphone, a featherweight laptop and the cell of a smart car battery. The resulting film and 3 vases will be on display at the V and A from the 25th of April.

For press, broadcast or commercial enquiries please contact:
toby@shootunit.com
info@unknownfieldsdivision.com

For more information please visit:
www.unknownfieldsdivision.com
www.tobysmith.com

What is Luxury? – The V&A
25 April – 27 September 2015

What is Luxury? will interrogate ideas of luxury today. It will address how luxury is made and understood in a physical, conceptual and cultural capacity. Extraordinary works of craftsmanship will be on display including a couture gown by fashion designer Iris van Herpen and fine examples of haute horlogerie by British watchmaker George Daniels, alongside more unexpected projects which explore the cultural value of materials such as gold, diamonds and plastic. The future of luxury will be explored, asking questions about the role that time, space, privacy, well-being, social inclusivity and access to resources and skill may play in determining our choices and aspirations.

Rare Earthenware is a project by Unknown Fields
Photography with Toby Smith
Ceramics with Kevin Callaghan/London Sculpture Workshop
Animation with Xristina Varvia

An experimental timelapse video created for www.SKYGLOWPROJECT.COM, a Kickstarter quest (April 3 – May 9th, 2015) designed to explore the effects and dangers of urban light pollution in contrast with some of the most incredible Dark Sky Preserves in North America. Learn what you can do to help! Please contribute to the SKYGLOW campaign now or before May 9th if you can or help us spread the word, so we can all help save the night skies! See / Embed our “Call to Action” video here: https://vimeo.com/123995420. Inspired by the “Darkened Cities” stills project by Thierry Cohen, this short film imagines the galaxy over the glowing metropolis of Los Angeles through composited timelapse and star trail astrophotography. Shot by Gavin Heffernan (www.SunchaserPictures.com) and Harun Mehmedinovic (www.Bloodhoney.com). SKYGLOW is endorsed by the International Dark Sky Association www.darksky.org/. For Stills and Behind the Scenes Shots visit our FLICKR Album: https://www.flickr.com/photos/50014474@N05/sets/72157649665162693/ Additional Photography: Nathaniel Smith www.nathanielsmithphotography.com/ Music: “DIVISION” by Moby. Courtesy www.MobyGratis.com www.SKYGLOWPROJECT.COM

(www.SkyGlowProject.com) A book of astrophotography & timelapse series exploring America’s most beautiful starscapes, and the growing threat of light pollution. Created by Gavin Heffernan (www.SunchaserPictures.com) and Harun Mehmedinović (www.Bloodhoney.com)