| Title | BORDER FOOTBALL |
| Brand | CARLSBERG GROUP |
| Product/Service | CARLSBERG |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Contributing Company
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Production Company
|
TRS BRUSSELS, BELGIUM
|
Credits
| Erik Vervroegen |
Publicis Worldwide |
Global Creative Director |
| Katrien Bottez |
Duval Guillaume NV |
Creative Director |
| Geoffrey Hantson |
Duval Guillaume NV |
Creative Director |
| Toon Leysen |
Duval Guillaume NV |
Art Director |
| Jan Schoofs |
Duval Guillaume Nv |
Copywriter |
| Elke Janssens |
Duval Guillaume NV |
Account Director |
| Sophie Jadoul |
Duval Guillaume NV |
Social Media Strategy |
| Jan Boon |
TRS |
Director |
| Thomas Buelens |
Trs |
Director Of Photography |
| Frederik Zaman |
TRS |
Producer |
| Thomas Landeloos |
TRS |
Producer |
| Hans Desmet |
TRS |
Editor |
| Gregory Caron |
TRS |
Music/Sound Design |
The Campaign
The only restrictions imposed by governement are the usual legal restrains to take into account when it comes to branded entertainement for alcoholic beverages. So no direct link between alcohol and happiness. No urging to consume. Etcetera.
Results
Challenge: Carlsberg has always sponsored football (Liverpool FC, Premier League, FA Cup, FC Kopenhagen, Euro2012, etc.) but it was not an official sponsor of the 2014 FIFA World Cup. The objective was twofold. First: gain attention for Carlsberg even though it's not an official sponsor. Second: prove that football and beer is the ideal combination to bring people closer.
Objective: The objective was twofold. First: gain attention and create conversation for Carlsberg even though it's not an official sponsor. Second: prove that football and beer is the ideal combination to bring people closer.
Strategy: Although Carlsberg is not an official sponsor of the upcoming World Cup, it wants to associate the brand to the positive social values of football in these times World cup football fever. Let's prove that the magic of football can overcome border conflicts.
Execution: We created a whole new branded game: Border Football. This game uses what divides people - borders, walls and fences - to bring them closer. We played at three of Europe's most tense borders in Belfast (N-Ireland), Cyprus and Kosovo. The result was great: for a moment, people from both sides forgot the wall between them. They enjoyed the friendship and togetherness only beer and football can create. Using borders to bring people closer instead of setting them apart, that calls for a Carlsberg.
In the cities near the borders wherethe border football game took place people were adviced that something unique was about to happen. Each time again, It took a whole lot of courage for both sides to play the game, have fun and overcome the border conflicts.
The campaign got picked up by numerous blogs and media worldwide. But the most important result was that people from Belfast, Cyprus and Kosovo momentarily forgot the walls between them.