carlsberg
The Sunken Bar
In 2023, Carlsberg launched "The Sunken Bar" campaign to raise awareness about the dangers of drinking while boating.
The initiative involved submerging a fully equipped bar 20 feet underwater near Smögen's main pier, a popular spot for boating enthusiasts. This underwater bar served as a powerful symbol of the potential consequences of alcohol consumption at sea. Visitors could dive to the bar and enjoy Carlsberg's non-alcoholic beer, reinforcing the message to choose alcohol-free options when boating. This campaign effectively combined creative design with a strong safety message, encouraging responsible behavior among boaters.
As the Art Director for this project, my responsibilities included: ideation and concept development, film direction and overseeing post-production, photo editing, animation of end plates for the campaign film, social media content production and designing the underwater bar.
Project Manager: Mikael Åkerström, Art Director: Frida Söderberg, Creative Director: Axel Bringel, Film Editor: Hannes Hollender
