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Curious Beginnings
Agency Fold7 / London + String & Tins / London + Electric Theatre Collective / London + Magna Studios / London
Category
Music Adaptation / Instrumental
Annual ID
OS25_MS035M
Background
Carlsberg, the world’s sixth-largest brewery, has a rich heritage of innovation dating back to 1847. However, as consumer preferences evolve, the brand faced a challenge—recruiting a younger generation that was increasingly turning away from lager. To stay relevant, Carlsberg needed to modernise its image while remaining true to its storied past. Rather than relying solely on corporate social responsibility initiatives, the brand sought to create a deeper emotional connection with consumers. Through extensive global research, we uncovered a powerful insight: curiosity is a universally admired trait, yet many people feel they don’t nurture it enough. This realisation provided the foundation for a long-term brand platform—one that would make Carlsberg more relevant, aspirational, and engaging to modern beer drinkers while reinforcing its pioneering spirit.
Creative Idea
To bring this idea to life, we needed an engaging, fun, and distinctive creative expression. Enter 'Do the best things begin with curiosity? Probably.' This playful tagline tied back to Carlsberg’s iconic ‘Probably’ campaign while introducing a fresh perspective. The creative execution needed to feel premium yet youthful, maintaining the brand’s stature while injecting a spirit of spontaneity and adventure. Music played a critical role in making the campaign memorable. After rigorous testing, we reinterpreted The 900 Number by The 45 King—a track with a rich history spanning decades and cultures—across four distinct musical genres. This reinterpretation highlighted how curiosity leads to discovery, reinforcing our central theme. The campaign’s visual identity further strengthened brand recognition, with Carlsberg’s iconic hop leaf used as a dynamic design element across all touch points.
Insights & Strategy
Carlsberg’s brand history is rooted in progress—its Latin motto, Semper Ardens (Always Burning), embodies a relentless pursuit of knowledge. However, our research revealed that today’s definition of progress has shifted; it is no longer a linear path but a dynamic drive to explore and discover. Consumers, particularly younger generations, resonated with the idea of curiosity as a driver of progress and fulfilment. This led us to a universal brand role: to spark curiosity in beer drinkers, helping them unlock life’s best experiences. We positioned Carlsberg as a brand that celebrates and rewards curiosity, ensuring it remains both aspirational and accessible. This new positioning, ‘The best things come to the curious,’ allowed us to bridge Carlsberg’s legacy with modern consumer values, ensuring a compelling, globally relevant brand message.
Execution
The project was ambitious, encompassing music testing, genre re-arrangement, on-set music supervision, and ultimately recording each section with the Macedonian Philharmonic Orchestra alongside talented live musicians. After testing several iconic tracks, we chose The 900 Number by The 45 King, which has been sampled in 28 iterations since the 1960s, and is known across generations and nationalities.
Our challenge was to reinterpret this classic in four distinct musical genres - a 1920s Jazz club, an 18th-century orchestra, a Roman Centurion brass ensemble, a shepherdess on a bone flute and live bottle blowing - capturing the authenticity of each era through instrumentation, arrangement, and performance. Collaborating with sound partners String & Tins, we selected period-appropriate instruments and used vintage equipment, such as ribbon and tube microphones, to recreate the warmth and character of each era. Sandro, our flautist with a collection of over 130 flutes, tested numerous options before achieving the perfect shepherding sound.
Our challenge was to reinterpret this classic in four distinct musical genres - a 1920s Jazz club, an 18th-century orchestra, a Roman Centurion brass ensemble, a shepherdess on a bone flute and live bottle blowing - capturing the authenticity of each era through instrumentation, arrangement, and performance. Collaborating with sound partners String & Tins, we selected period-appropriate instruments and used vintage equipment, such as ribbon and tube microphones, to recreate the warmth and character of each era. Sandro, our flautist with a collection of over 130 flutes, tested numerous options before achieving the perfect shepherding sound.
Results
The campaign’s impact was immediate and profound. System 1 recognised it as the most effective campaign in its category, and early results showed a significant uplift in brand metrics among younger drinkers. Notably, brand affinity increased by 23%, signalling a successful shift in consumer perception. The campaign’s distinctiveness and emotional resonance ensured high engagement across all channels, with strong consumer recall and positive sentiment. The strategic repositioning has given Carlsberg a renewed sense of momentum and future-proofed the brand for generations to come. As sales data continues to roll in, early indicators suggest this campaign will translate into measurable business growth, solidifying Carlsberg’s place in the hearts and minds of modern beer drinkers worldwide.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Fold7 / London
Production Company
Magna Studios / London
Music / Sound Production Company
String & Tins / London
Post Production Company
Electric Theatre Collective / London
Creative Director
James Hudson
Rob Griffiths
Director
Sam Pilling
Director of Photography
Justin Brown
Editor
Ellie Johnson
Executive Creative Director
Dave Billing
Producer
Lucy Gossage
Sound Designer
Olivia Ray
Agency Producer
Sian Parker
Account Director
Charlotte Fitzpatrick
Account Manager
Elly Batty
Business Director
Jamie Herman
Colourist
Jason Wallis
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