| Title | BORDER FOOTBALL |
| Brand | CARLSBERG GROUP |
| Product/Service | CARLSBERG |
| Category |
B07. CORPORATE IMAGE & INFORMATION |
|
Entrant Company
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Advertising Agency
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Production Company
|
TRS BRUSSELS, BELGIUM
|
Credits
| Erik Vervroegen |
Publicis |
Chief Creative Director |
| Geoffrey Hantson |
Duval Guillaume NV |
Creative Director |
| Katrien Bottez |
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 |
Executive Producer |
| Thomas Landeloos |
TRS |
Producer |
| Hans Desmet |
TRS |
Editor |
| Gregory Caron |
TRS |
Music/Sound Design |
The Brief
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.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign got picked up by several blogs and media worldwide. But the most important result was that people from Belfast, Cyprus and Kosovo momentarily forgot the walls between them.
Explain why the method of promotion was most relevant to the product or service
Football and beer: it's the ideal combination to bring people closer to each other. That's why Carlsberg has always been involved in football as a sponsor of FC Liverpool, FC Kopenhagen, the Danish national team, the English FA Cup, the Premier League, the European Football Championship etc. 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.