To mark Carlsberg 25th anniversary with Premier League soccer club Liverpool FC, we were briefed to develop a campaign that would celebrate the partnership and pay homage to the fans. The primary target audience of the campaign was football fans in the age 20-40.

To pay tribute to LFC fans, we brewed a fan beer unlike any other. Drawing on the insight that plants are affected by light and sounds, we exposed our hops, a key ingredient in beer, to game footage and screaming fans 24 hours a day for six months and used them to brew a special Carlsberg Liverpool FC Beer.

The story of the uniquely brewed fan-beer spread across the globe from LFC supporters clubs to the broader media, generating an overwhelming amount of positive comments from LFC fans.