Heritage without nostalgia.
Consumers increasingly prefer authentic brands over the glitter and glamour of big international brands. This evolution has led to a lot of brands going back to their roots and to the revelation of heritage campaigns. Most of those campaigns however are filled with nostalgia. It leaves people looking back. As if those were better days. They give you a warm feeling for a couple of minutes, but then you’re back in the real world. That’s why Carlsberg decided not to run a nostalgic heritage campaign. Carlsberg wanted to use its purpose that reflects the spirit of the founder of Carlsberg to make people look forward, by giving them something that is relevant for them today, something they can remember – in best case - for the rest of their lives.
TEDxCopenhagen will host an exciting day of talks at the impressive art gallery, the New Carlsberg Glyptotek in Copenhagen, under the theme of ‘Trust Uncertainty’. Five selected speakers will share their views on the uncertainty of existence, the challenge of predictability, the force of coincidence and adventure, and the challenge of turning insecurity into new interesting facets of life. For the highlight of the event, TEDxCopenhagen and the Carlsberg Group will bring J.C. Jacobsen back to life using hologram technology for a truly unique presentation.
Life advice from a dead man.
More than the factories, the offices and the products they make, great businesses have an animating principle: a philosophy that drives them. A purpose that guides every decision that must be made. The bedrock where the company was built on.
To celebrate its 170th anniversary, Carlsberg revives the late J.C. Jacobsen, and lets him share his life philosophy with the whole world. This life philosophy is embodied in one simple statement: ‘Why you should answer every question with Probably.’
This is the title of a posthumous TEDx Talk by J. C. Jacobsen, Carlsbergs founder. On the 23rd of August, around 1PM CEST, Jacobsen will take the stage at the TEDxCopenhagen event and share his life philosophy. It may seem odd to get life advice from a dead man, but the idea behind his business can help anyone today to break new ground both in business and everyday life.
An innovative mind is timeless
J.C. Jacobsen was an true pioneer. J.C. Jacobsen and the Carlsberg laboratories are behind some of the most groundbreaking discoveries, including the PH-scale and purified yeast. In times of yeast sickness, which affected the entire brewing industry, J.C. Jacobsen decided to share his revolutionary pure yeast across the world, probably making him the one of the first business leaders to work open source. In 1876, he left his company to the Carlsberg Foundation, which today oversees the Carlsberg Group, and supports basic research within natural sciences, social sciences and humanities. Before the term ‘brainstorm’ was coined, J.C invited leading thought leaders from arts, politics and other disciplines to share their ideas..
As an innovative mind is timeless, it seems only natural he will share his life philosophy on an innovation platform like TEDx, so everyone can benefit from it, both in business or in everyday life.
Hosted on YouTube Live
In collaboration with MDH Hologram, the original and leading company within the live hologram technology, we will bring J. C. Jacobsen to life using the latest techniques in hologram technology – allowing J.C to interact live with the audience.
The posthumous TEDxCopenhagen Talk of J.C. Jacobsen can be seen live today in the – sold out – New Carlsberg Glyptotek and will be hosted on YouTube Live as from 1PM CEST, this afternoon.
Link to the live stream : https://youtu.be/dui_qui1nfo
Film promoting the talk.
To announce the posthumous TEDxCopenhagen Talk of J.C. Jacobsen an online film is launched in which J.C. Jacobsen, in 1883, receives an invitation from TEDxCopenhagen to come and share his life philosophy. The movie is filled with real events from J.C. Jacobsen’s past: the brewery burning down, the love of his life, his friends, etc….
Link to movie : https://www.youtube.com/watch?v=qNrcpFsBdNY