Category A01. Food & Drink
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Production ÅKESTAM HOLST Stockholm, SWEDEN
Production 2 GO! FIGHT! FANTASTIC! Stockholm, SWEDEN
Production 3 BKRY Stockholm, SWEDEN
Additional Company BSMART CREATIVE PARTNER Stockholm, SWEDEN
Name Company Position
Magnus Jakobsson Åkestam Holst NoA Executive Creative Director
Martin Noreby Åkestam Holst NoA Art Director
Simon Lublin Åkestam Holst NoA Copywriter
Joakim Khoury Åkestam Holst NoA Art Director
Daniel Vaccino Åkestam Holst NoA Copywriter
Bella Lagerquist Åkestam Holst NoA Account Manager
Kenna Magnusson Åkestam Holst NoA Motion Designer
Ida Persson Åkestam Holst NoA PR Strategist
Eskil Lundberg BKRY Motion Designer
Johan Albrektsson Go! Fight! Fantastic! Technical Director

Why is this work relevant for PR?

Social media is making us less social. For the FIFA World Cup we created an alternative device: beer. A tailored algorithm collected the latest world-cup-related tweets and printed them directly on the beers foam, using malt-based ink. With the simple innovation of twitter on tap, we tapped into a universal feeling that we need to put down our phones and re-connect, IRL. The campaign included a nation-wide study on smart-phone-behavior, giving us a battery of insights to build on: in summary, that over 70 % of Swedes feel that their phones just get in the way when they get together.


Norrlands Guld is one of Sweden’s leading beers. The brand is built and brewed on a promise of togetherness, and these days, being together equals putting down your phone for a while. For the upcoming summer of FIFA 2018 we had a specific challenge on our hands, since Norrlands Guld had lost their official sponsorship of The Swedish National Team to a competing Beer Brand. This changed the circumstances and blocked us from traditional sponsor-channels. We needed an alternative solution in order to reach fans and become part of the buzz. With a technology designed specifically for the FIFA 2018 world cup, the campaign was implemented at sports bars around Sweden: the center of the action and given go-to-place for our selected audience: people who love football. And beer.

Describe the creative idea

According to a recent Swedish study 70 % feel that their phones just get in the way, when they get together. So for the 2018 FIFA World Cup, we brewed up a solution. Introducing the Social Beer – an updated Norrlands Guld that doubled as drinkable social media. A tailored algorithm collected the latest and biggest World Cup related tweets, and printed them onto the beers foam using a malt-based ink. Tweets were served within seconds from first appearing on the Twitter platform. Ready to drink, ready to share, and allowing fans to put down their phones without missing out on the action. With the simple idea of Twitter on tap we turned social media into something social again, while emphasizing the brands longtime promise of togetherness.

Describe the strategy

The World Cup brings people from all around the world together. But it’s also the single most tweeted event in the world, meaning people tend to spend a lot of time checking social media while watching. Since Norrlands Guld is all about togetherness, we wanted to create an idea that helped people stay off their phones without missing out on the action. During the World Cup millions of Swedes get together at restaurants and spors bars, so it was crucial business-wise to offer up something extra, and extra relevant, to grab fans attention. Given the fact that Norrlands Guld had recently lost their sponsorship of the Swedish National Team, we could not rely on posters, coasters or two-for-1-game-night-deals. We needed to invent something different, something that in itself could make our beer a trending topic, and that underlined Norrlands Gulds mission to let people spend quality time together.

Describe the execution

We built a machine that scanned Twitter for the most relevant World Cup tweets, and then printed them onto beer-foam, using a malt-based ink. Thanks to a tailored algorithm beers were served within seconds, after first being posted on the Twitter platform. The technology was developed specifically for the World Cup in order to let fans enjoy the fun phone-free, and was implemented at large sports bars around Sweden during the summer. Events were documented and turned into sharable film content, which was spread mostly organically and – perhaps a bit ironically - thanks to a massive positive response on social media. The campaign was supported by in-store-materials, banners, prints that invited people to enjoy a Social Beer, and a nation-wide study of Sweden´s thoughts on smart-phone-habits: which was used as a backdrop for launching The Social Beer.

List the results

The Social Beer became the summer’s trending beer topic with record-braking numbers in sales, likes and media-mentions. It underlined the brands promise of togetherness and gave Norrlands Guld a real-time-reason-to-speak during the commercially crowded world cup. Sales increased 31 % in the crucially important Bar- and restaurants-channels, beating all expectations and making Norrlands Guld the best-selling beer in Sweden, by far. Brand-mentions in social media increased 400 % during the campaign. With cold beer as our main channel, we achieved a reach of 375 million impressions thanks to posts and news-pieces in Vice, MSN, Yahoo, AOL, CBS News, In The Know, Ruptly, International Business Times, Food & Wine and many others. Sweden got knocked out in the quarterfinals, but for Norrlands Guld the World Cup resulted in gold.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.