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Carlsberg's wild CNY elevator ride ad by Sweetshop works on so many levels

Carlsberg's wild CNY elevator ride ad by Sweetshop works on so many levels

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Carlsberg has launched a video that presents the celebration of Chinese New Year in a variety of situations via a bizarre lift ride.

Titled "Going Up", the video centers around a trendy couple who take an elevator - in which all the buttons have been accidentally pressed - and encounter several weird and wonderful scenes on each floor. These include a judging auntie's feast, a lion dance performance, a celebrity selfie moment, and a happening rooftop party. The ad aims to create a contrast between the mundane real-life of the elevator's interior and the dreamlike reality on different floors.

“In the film, we used different colours and textures to highlight the variety that exists in how people celebrate Chinese New Year," said Andrew Lang, director at production company Sweetshop, who is responsible for creating the video.

"Each time the elevator door opens, the viewer is led to a different world. The opening and closing of the doors of the elevator are used like a pendulum that dictate the cut, and the speed of our film puts Carlsberg at the centre of the party," he added.

It's stylish, it's funky, and we liked how it resisted Hong Kong adland's bad habit of being spammed with dialogue. Basically functioning as a short silent film it's a commercial that can be enjoyed and understood by all audiences, reinforcing the message of the ad itself. Top-notch CNY work.

Credits

Client Carlsberg
Agency Grey Hong Kong
Chief creative officer Michael Knox
Executive director Jacquelyn Pang
Associate creative director Jackie Wong
Head of TV production John Lo
Producer Wing Tam
Assistant account director Ted Tam
Account executive Becky Lai
Production company Sweetshop
Director Andrew Lang
Managing director Laura Geagea
Producer Catherine Law
DOP Gianpaolo Lupori
Art director Julius Mak
Editor Anais Siab
Colourist Simon Astbury, Digital Domain
Online post production Rex Or, Digital Domain
Post production executive producer Steven Marolho, Digital Domain
Post production producer Alexei Golob, Digital Domain
Music composer and sound engineer Hank Lee, Beijing



We'll be watching out for all the CNY campaigns that appear over the coming weeks. So if you notice any we miss, make sure to send them our way!

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