Spanning over nearly two decades, the relationship between Carlsberg and Liverpool Football Club was the auspicious start of Carlsberg’s defining connection with football. To celebrate this partnership, Carlsberg briefed Uniform to produce a premier brand experience at the sponsor’s hospitality lounge at Anfield.
Our approach had to combine the values of two world-renowned brands, whilst bringing to life the story and successes of the last 19 years. We created a number of key features that engaged with visitors to the lounge, including an interactive reception desk created from empty Carlsberg bottles, and a ‘team tactics’ app to support Alan Kennedy in his hosting duties.
We used social media to kick off the campaign, creating a global online debate around which Liverpool legends should have been included in the feature backdrop. The viral film created to capture the making of the Liverpool legends mural, by Japanese artist, Dragon 76, received over 23,000 views on YouTube, becoming the third most watched film on Carlsberg’s channel.