Carlsberg Best Poster in the World

Carlsberg has gathered media attention with “The Best Poster in the World”, a one-day stunt run in London on April 9. A wall outside Truman Brewery in Shoreditch was transformed into a large poster with a Carlsberg font attached. Members of the public queued through the afternoon and evening to pour a complimentary glass of Carlsberg, under the supervision of marketing and security staff.

Carlsberg Best Poster - Pouring

Dharmesh Rana, the senior brand manager at Carlsberg UK, said: “We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can’t just rely on great TV advertising. ‘If Carlsberg did posters’ is one of many ideas that we’ll be developing over the course of the year to ensure that beer drinkers up and down the country see the Carlsberg brand in a new and engaging way alongside TV.”

Ryan Newey, the founder of Fold7, said: “‘If Carlsberg did’ is an iconic property. Our challenge was to take something that is already so well known and bring it to life in a way that will engage today’s consumer. Our ambition was to create the world’s best poster, and one that serves beer could certainly fit the bill.”

Carlsberg Best Poster in the World

Carlsberg Best Poster - Font in the wall

Carlsberg Best Poster - Queue

Carlsberg Best Poster - Glass


The Carlsberg Best Poster in the World campaign was developed at Fold7 by creative director John Yorke and Ryan Newey. The poster was designed at Mission Media.

OMD UK handled digital media spend. Fold7 and The Marketing Store are handling social media activity.

Filming was produced at KnockKnock.