While working at McCann, I had the privilege of working with Carlsberg as one of our retainer clients. I was responsible for planning and creating their regular social media content. I also played a key role in supporting their seasonal campaigns by developing creative solutions tailored to their brand and target audience.
Commercial Project | Client: Carlsberg | My Role: Content Creation, Art Direction, Photography
To promote Carlsberg’s smooth draught beer in 2021, we have created a time-limited boy band ‘BEEROAR’, starring Alfred Hui and Johnny Hui to collaborate in a music video with an original theme song DeliverSmooth. Leveraging the attribute of its products — smoothness, we created a catchy jingle with singers’ smooth voices to smoothen people’s day.
To further engage the audience, other than the debut music video, we have also created a series of content including teaser posts, behind-the-scene videos, a 10-min smooth edition of the brainwashing song and also a social post on April Fool's Day about sponsoring the boy band for a real live music concert.
Unexpectedly, after the launch of the April’s Fool content, the crowd and fans of the 2 celebrities requested avidly for the Live version, therefore we reacted quickly and made it real! We then partnered with KKBOX - a music streaming platform to host an online live concert in the same month. To keep that smoothness going, we have also launched a playlist of the event's smoothest hits on online music platforms as well.
