As a principle partner of the UEFA European Championships 2016, Carlsberg had a major problem: it is against the law to advertise alcohol in France. Couple that with UEFA’s very strict and limiting rules on creativity and animation in their perimeter boards and we had an unusually challenging brief!

We worked with an alternative “Probably” logo, and a modified strapline of “the best in the world” which could not be shown at the same time as the logo. (remember, we can’t say the word “Carlsberg” or the word “beer”!)  The result, despite it all, was a creative which rated as one of the very best for brand recognition in the whole tournament.

We have applied many of the good things from this project to Carlsberg’s more standard Premier League boards which now feature across the UK.


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