Carlsberg x Emilia Ilke – Campaign

Challenge Carlsberg set out to launch its new, more sophisticated can design — the Sleek Can — without changing the beer itself. The challenge was to make the design update feel new and worth talking about, without suggesting that the iconic taste had changed. Insight When the product stays the same, the packaging becomes the news. The new can needed to feel like more than a design update — it had to make a familiar product feel considered, elevated and worth noticing. Solution We positioned the launch around craft, design and contemporary art. In collaboration with Swedish artist Emilia Ilke, we created a series of posters that translated the campaign’s visual language into collectible artworks. The posters were sent in sleek tubes together with the updated can to a curated group of design-forward influencers.