Frida Söderberg, Julia Staberg, Mimmi Onsum, and Anna Skär
Carlsberg
Niklas Adamsson
Axel Bringel
Joel Hördegård
Carlsberg's DrunkenBait campaign, created by Burson Stockholm, ingeniously addresses the dangers of drinking while fishing. The campaign centers around a unique fishing lure designed to resemble a drowned person, serving as a stark visual reminder of the risks associated with alcohol consumption near water.
Campaign Details
Creative Team:
- Creative Director: Axel Bringel
- Senior Art Director: Frida Söderberg
- Copywriter: Niklas Adamsson
- Art Directors: Julia Staberg, Mimmi Onsum, and Anna Skär
- Photographer: Joel Hördegård
Collaboration:
Carlsberg partnered with renowned lure builder Claes 'Svartzonker' Claesson to create the DrunkenBait.
Distribution:
The limited-edition, hand-painted lures were made available through selected retailers, online auctions, and social media competitions.
Impact and Purpose
The campaign aims to raise awareness about the World Health Organization's findings that drowning is the third highest cause of unintentional injury death worldwide. It specifically targets the Swedish market, where a survey revealed concerning attitudes towards alcohol consumption while fishing. By creating this visually striking lure, Carlsberg encourages anglers to choose non-alcoholic alternatives, such as their 0.0% drink, when fishing. The proceeds from the campaign are being donated to fish conservation efforts and the Swedish Red Cross's water projects, further emphasizing Carlsberg's commitment to responsible consumption and water safety.
