Going Up Campaign – Narrative Ad in China | Clapboard Ad Archive

Going Up

Description

Carlsberg's 'Going Up' campaign, launched in China in January 2020, strategically taps into the cultural significance of the Chinese New Year to enhance brand affinity and consumer engagement. Developed by the renowned agency Grey, this film medium campaign leverages emotionally resonant storytelling aligned with the festive spirit, emphasizing themes of progress, optimism, and celebration—values deeply ingrained in the CNY season. By positioning Carlsberg as a companion to moments of upward momentum and personal growth, the campaign connects with the aspirations of its target audience during a time of renewal and fresh beginnings. The use of film as the medium allows for a rich, immersive narrative experience that amplifies brand recall and emotional impact. The campaign’s localized approach respects cultural nuances and reinforces Carlsberg's commitment to the Chinese market, while the sleek and sophisticated production quality reflects the brand’s premium positioning within the alcoholic drinks industry. Overall, 'Going Up' enhances Carlsberg’s visibility and relevance in a highly competitive market by celebrating cultural heritage and individual progress, fostering a positive brand image that resonates with consumers seeking both tradition and modernity in their celebrations.

Credits

Client

Carlsberg

Agency

Grey, Hong Kong

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Campaign Proposition

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Creative Device

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