This season is the 30th anniversary of Carlsberg’s sponsorship of Liverpool FC, the longest partnership in Premier League history. That’s worth celebrating and Carlsberg is certainly doing so – with a multi-channel campaign across 26 markets worldwide, and a truly collaborative global effort from by The Network, Worth Your While, SMALL, The Council and Drive Studios. 

The campaign is spearheaded by a hero film, shot by awarded Danish director, Tore Frandsen, that takes viewers on a three-decade long visual pub crawl through legendary moments, frozen in time. The film taps into a feeling all fans know – cheering on your club with one hand, while protecting your beer with the other. In this case, probably the best beer in the world.

Underscoring the nostalgic film is a soundtrack in the style of Liverpool’s own fan bards and singer-songwriters, a nod to the special significance of songs in LFC fan culture.

Louise Bach, head of global sponsorships, Carlsberg commented, “With this campaign, we are celebrating our partnership from all angles and highlighting what great partnerships really are. Spotlighting moments from the last 30 years – some big, some small, some unforgettable. And sharing it through legends present and past, and the fans.”

More activities continuing Carlsberg’s legacy as “fans of the fans” will launch throughout the 30th anniversary season. These include limited edition Legends cans immortalising Liverpool FC fan favourites, Ian Rush, John Barnes, Sami Hyypiä, Robbie Fowler, Jamie Carragher, and Luis Garcia; mini-documentaries connecting legends and fans over a beer, and fan-centric activations that pay tribute to long-time loyal fans.

Credits:

Client: Carlsberg
Head of Global Sponsorships: Louise Bach

Creative: by The Nework (Worth Your While, The Council, SMALL, Drive)

Content (hero film): New—land
Director: Tore Frandsen

Content (mini docs): Drive Studios

Composer: Lasse Martinussen
Vocalist: Chris Griffiths

Cans: Taxi Studios & Everland