Summary
Cleaner water is one of Carlsberg Sweden's core missions and a key part of their sustainability promise. But the communication on their efforts had to become more accessible and engaging for their audience. To achieve this, we leveraged the Swedish people's affection for boat sports by creating "Pladdling"- to paddle and pick up trash - an activity to reduce the amount of plastics in our waters.
In collaboration with the nonprofit GreenKayak, Carlsberg Sweden lent out kayaks for free - in exchange for picking up trash. With a minimal budget, the initiative generated tons of earned attention. But most...