CarlsbergMatt with 72andSunny, Amsterdam
The run up to UEFA 2016 saw a growing sense of resentment amongst fans over ever-increasing ticket prices. It felt that football was becoming an elitist pastime, rather than the working-class unifier it once was "It's time to bring La Revolution back!' we shouted at an unnecessary volume.
Our 'La Revolution" campaign, headed by ex-national player Marcel Desailly, proudly snatched football back for the masses and gave away thousands of UEFA tickets.
We also commissioned a huge Delacroix-style oil painting full of team specific easter eggs, and used it across market posters, OOH, and social media. Carlsberg has always been a huge patron of the arts, so you'll be pleased to know the framed painting now hangs in Copenhagen at their brewery headquarters.
As part of their UEFA sponsorship, Carlsberg were given advertising space on the stadium perimeter boards. However, alcohol advertising is illegal in France, meaning we couldn't show the beer, the logo, or even mention the brand.
We thought on it. Then we thought on it some more. Then we consulted NASA, Stephen Hawking and that brainy guy ‘A Beautiful Mind’ was about. Finally we came up with a solution; a solution that earned the 3rd best brand recall of all tournament sponsors.