Carlsberg
Euro Cup France
CD @ 72&Sunny, AmsterdamIn the lead-up to UEFA’s Eurocup in France, fans grew frustrated as soaring ticket prices and a flood of corporate VIPs pushed them out of the stands. Football risked becoming an elitist pastime instead of the working-class unifier it once was.
Our answer was La Révolution. Fronted by former national star Marcel Desailly, the campaign gave away thousands of UEFA tickets, putting the beautiful game back into the hands of real supporters.
Our answer was La Révolution. Fronted by former national star Marcel Desailly, the campaign gave away thousands of UEFA tickets, putting the beautiful game back into the hands of real supporters.
We commissioned a grand Delacroix-style oil painting, packed with team-specific Easter eggs, and rolled it out across posters, OOH, and social channels. As a longtime patron of the arts, Carlsberg gave the work a permanent home: the framed original now hangs proudly at their Copenhagen brewery headquarters.
As part of their sponsorship package, Carlsberg had prime stadium ad space. One small hitch: alcohol ads are illegal in France. Suddenly, no beer, no logo, not even the tagline. Awkward. ︎
This was a creative challenge. We thought on it. Then we thought some more. Then we consulted NASA, and that brainy guy that ‘A Beautiful Mind’ was about. Finally we came up with a solution. A solution that generated lots of online chatter, and earned the 3rd best brand recall behind Coca—Cola, and Adidas (who spent way more on sponorship).
