Our ambition was to create the world’s best poster, and one that serves beer could certainly fit the bill.” [Ryan Newey, the founder of Fold7, and co-creator of the best poster in the world, probably]

Fold7 and Mission Media have created a Carlsberg poster that hands out free beer. The poster is placed near to the Old Truman Brewery in London and features the line, Probably the best poster in the world.

Attached to the poster is a beer tap. Passers-by can help themselves to a free half-pint. The world’s best sampling device (probably) will be manned by a team of people, including a plain-clothed security guard. People will be allowed one sample.

The poster is part of Carlsberg’s recently reawakened campaign theme, If Carlsberg did.

Dharmesh Rana, Carlsberg UK senior brand manager noted, “We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can’t just rely on great TV advertising.

“‘If Carlsberg did posters’ is one of many ideas that we’ll be developing over the course of the year to ensure that beer drinkers up and down the country see the Carlsberg brand in a new and engaging way alongside TV.”

Creative credits: 

Creative agency: Fold7

Creatives: Ryan Newey & John Yorke

Digital media: OMD UK

Social media: The Marketing Store & Fold7