Context
Bloom Festival and Jacobsen partnered to create a campaign connecting a cultural institution with a sponsor brand.Bloom centers on talks by scientists, artists and thinkers, while Jacobsen focuses on craft beer and food pairing.
Direction
We developed a simple concept: let the speakers test the pairings themselves.A composer, a singer and an environmental scientist were placed in conversation with Jacobsen’s products turning the format into a natural exchange rather than a promotion.
The films were set in J.C. Jacobsen’s historic laboratory, adding a layer of context and grounding the collaboration.
The tone was informal and understated, allowing the participants to carry the content.
Impact
The campaign created a clear connection between Bloom and Jacobsen, where the sponsor became part of the conversation rather than an external addition.By focusing on interaction over promotion, the work integrates the brand without compromising the cultural context.
The knowledge festival Bloom & the craft beer brand Jacobsen joined forces to serve up the best food and beer parings. We created a campaign where speakers and performers at the festival tested the food and beer pairings resulting in authentic, heartfelt and silly moments.
