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Carlsberg / WWF: The Seal
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Carlsberg's UK partnership with the world's leading independent conservation organisation, WWF, becomes front and centre for the brand in this new chapter of communications, reflecting the beer brand’s commitment to creating a better tomorrow for our planet. 'The Seal' dramatises Carlsberg's contribution to the planting of seagrass in UK waters, helping to reverse a century of damage that has seen almost 92% of the species lost. A vital habitat for wildlife, seagrass is also an incredible tool in the fight against climate change, absorbing carbon up to 35 times faster than tropical rainforests. The ad sees a man and woman enjoying a Carlsberg Snap Pack on a pier, when they spot a seal swimming in the sea nearby. Upon opening the can, they watch the creature dive beneath the surface and witness the eruption of vast meadows of seagrass, as the VO explains how Carlsberg and WWF are working together to restore this underwater amazon. 'The Seal' is just part of the brand’s activity in this space, with an on-pack promotion to follow later in the year, which will see the brand donate 50p from every pack redeemed to support seagrass restoration. 'The Seal' will be supported by a second film: 'The Turtle'. Here we follow a wise old turtle, whose ocean is polluted with plastic rings. Suddenly, the rings start to vanish, each with a familiar sounding ‘bleep’ – as the film comes to a close, we cut to a supermarket where we realise that each ‘bleep’ coincides with a Snap Pack of Carlsberg being rung through a till. The VO explains how each Carlsberg Snap Pack removes plastic rings from its packaging, ultimately protecting ocean wildlife, like our friend the turtle.
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