The opportunity:
As an official sponsor of the England team, it was Carlsberg’s duty to build excitement and support for the team at Euro 2012 – at a time when confidence in the team was at its lowest in years.
The idea:
England fans always show unwavering support for their national team, despite the many recent years of footballing heartache.
It was this loyalty which we worked with. England have (arguably) the best fans in the world. And how do they become the world’s best fans? By giving their all at the Fan Academy – the institution where fans become great fans.
The results:
The most shared England advert of all time with 1.5m views in the first week of launch, and Carlsberg outperformed its competitors with growth in both on-trade and take home during the campaign.