Carlsberg Humle

Greenest Billboard? Probably

Awareness campaign – launching Humle beer

When Carlsberg launched their new beer “Humle,” they faced a challenge: most people don’t know what hops look like, smell like – or taste like. So we decided to make it physical, sensory, and impossible to miss.

During “Chart Art Fair”, we installed three “art pieces” covered in hops across Copenhagen. Over 300,000 passersby saw, smelled, and touched the plant – creating a real connection to the key ingredient in beer. The senses create memory. And memory builds brands.

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WE DID
Concept, Project Management