The Brief:

A video created that shows Carlsberg’s internal culture transformation, as seen through the eyes our employees. To capture the real opinions and attitudes, but also to inspire, motivate and re-instill pride back into the company & brands.

The Execution:

Taking a cue from Carlsberg’s early manifesto film, our aim was to create an emotive and powerful film that empowered staff and made them feel proud of the brand – a global name that still had the humility to not shy away from some hard truths.

We conducted frank, insightful interviews with selected workers, across the spectrum of employment, which ensured the tone of the message registered with all staff.

By sourcing an authentic Danish voice, who delivered the scripted narrative, the film celebrated the roots, history and positive future of the brand, and it’s staff.


“SPARK media are an absolute pleasure to work with and I have already recommended them to colleagues and friends. From their professionalism and efficiency to their creativity and holistic approach, they are never short of ideas and I know they’ll always get the job done within the cost and timeframe restrictions.

The first piece of work (our HOWs video) they produced for Carlsberg UK set the benchmark for forthcoming videos and messages we want to engage our employees with. I was incredibly impressed how they worked with us on our initial thoughts and plans in order to develop the create brief. This led to effective planning, creating an inspiring script, relaxed interviews and filming lots of footage around our business to their dedication in post-production to achieve our objectives. The output saw a moving and engaging video that was very honest with the perfect tonality. It received amazing feedback from our employees who saw it at internal town hall sessions and streamed on our IC channels.”

Alex Paschen - Head of Internal Communications, Carlsberg UK

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