The UEFA is a “gift from heaven” for beer brands. But not for all people. Some workers can’t watch the all-important semis and finals live. Both Carlsberg and Heineken have stepped up this year up fix that – Heineken for football fanatic business employees with a series of fake team-building workshops that were actually Heineken football parties; Carlsberg for football fanatic taxi drivers with a “cab park” screening by Fold7.

Carlsberg is the Official Beer of UEFA Men’s National Team Football. Its Fare Game activation gave taxi drivers the night off with the full football fan treatment as an extra, the chance to watch UEFA Nations League Finals 2025, Semi Final 1 between Germany and Portugal.

Booked for what they thought was a standard fare, taxi drivers arrived at the Fare Game cab park – the ultimate spectator zone specifically created by Carlsberg in Berlin to host the drivers – to watch the match on a cinematic screen with Carlsberg 0.0 beer and snacks available for free. Topping this all off was the reassurance that Carlsberg would cover the full fare, so they weren’t left out of pocket. ​

To promote the Fare Game, Carlsberg worked with Stink Films to produce a short film, capturing the reactions of the surprised drivers as they drove into the cab park to join fellow football fanatic cabbies and cheer on their home nations together.

The full film will appear across online video platforms, social media, paid media and internal communications, along with short form content that will be rolled out across Carlsberg global social channels.​

Credits:
Client: Carlsberg UK
Creative Agency: Fold7
Media: iProspect
Production Company: Stink Films
PR: RCKT Germany & Hope&Glory PR