Beer consumers increasingly look for authentic brands. So, a lot of international beer brands turn to their heritage to create a campaign. Same goes for Carlsberg. Nothing unusual there. Except: Carlsberg International explicitly challenged us to come up with an idea that would have more impact than your average heritage campaign.

In this film J.C. Jacobsen, the founder of Carlsberg who died 130 years ago, receives an invitation from the future. Although he lives in 1883, Jacobsen is invited by TEDx to do a TEDx Talk, in Copenhagen, in 2017. Apart from this surreal twist, the film is filled with correct historical facts dating from J.C. Jacobsen’s lifetime, giving depth to this intriguing story.

For months, a team of speechwriters and biographers from the Carlsberg Foundation studied the rich documentation inside the Carlsberg archives. The aim was not only to be historically correct, but also to really grasp J.C. Jacobsen’s mind and write a truly inspiring Talk. Relevant for today. But in sync with 1883.

Jacobsen took the stage via a live hologram and interacted with the crowd.

The TEDx Talk was announced via an online film, filled with real events from Jacobsen’s past, giving depth to his rich history. Through numerous events and live streaming, Jacobsen’s Talk was seen by the 41.000 Carlsberg employees globally. The 17-minute TEDx Talk was also hosted on YouTube Live, for the world to enjoy. Afterwards, the speech was split into 9 snackable content films of 1 minute each, which will be at the centre of a full year inspirational content campaign surrounding J.C. Jacobsen’s personality.