Carlsberg. Welcome to LUMA.
Background: Carlsberg acquired the Swedish brewery Carnegie Bryggeriet, adding to their portfolio of high-quality beer brands. As part of this expansion, Carlsberg plans to open a new brewery and visitor center in Hammarby Sjöstad, a trendy and eco-friendly neighborhood in Stockholm.
The lightbulb has had a history in the area since the lightbulb factory opened.
The legacy worth remembering
Objective: Launch a campaign called "Welcome to LUMA" (short for "Carlsberg Lab and Urban Malt Academy") to promote Carlsberg's new brewery and visitor center in Hammarby Sjöstad. The campaign should raise awareness of Carlsberg's commitment to sustainability and innovation, while also inviting beer enthusiasts to discover the unique flavors and experiences of Carlsberg's beers.
My own drawing of a lightbulb with hints of Carlsberg green
Target audience: Beer drinkers in Stockholm, particularly those who are interested in craft beer, sustainability, and local culture.
