Re-launch and redesign of Danish soft drink Carslberg Sport. The strategy was to position Carlsberg Sport as the soft drink for people who take their talent and sport seriously. The pay off "Tro På Det" means "Believe In It" - and is a common phrase you're saying (or yelling) to players in a match.
Creative team: Art directors Camilla Ploug and Lukas Lund and Jakob Staalby, creative director and copywriter. Creative assistance by Rasmus Høgdahl and Jesper Isholm.
Agency: Ogilvy Denmark / Direction: Casper Balslev / Production: New Land Film
The manifesto movie that sold the concept internally (not official movie!).
Top left: IF YOU ARE AFRAID OF LOOSING / YOU'LL NEVER WIN / #BelieveInIt
Bottom left: THE HARDER THE BATTLE / THE SWEETER THE VICTORY / #BelieveInIt
Bottom right: YOU DON'T HAVE A CHANCE / YOU TAKE IT / #BelieveInIt
