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By The Drum Team, Editorial

May 3, 2011 | 2 min read

Carlsberg has launched a new brand film on its global website as part of a series of creative work to celebrate its long-term relationship with Liverpool Football Club. Watch it here.

The lager brand, which has sponsored the Reds for 18 years, briefed local agency Uniform to create a "brand experience" at Anfield.

Uniform's first work, depicted in the brand film unveiled today, was to commission Japanese graffiti artist Dragon 76 to create a mural for the Carlsberg Lounge at the stadium.

The artwork features Liverpool legends Kenny Dalglish, Ian Rush, Robbie Fowler and Steven Gerrard.

Uniform's design director Tim Sharp said: “Our brief is to create a premium Carlsberg brand experience and to capture that relationship between Carlsberg and LFC. We want to amplify the brand messages of quality, premium and heritage.

“The filming of Dragon’s 24 hours in Liverpool was a key factor – it was all about the challenge of flying him in on a short timescale, taking the brief and him completing the artwork within a tight time line and how ‘That Calls for a Carlsberg’.”

The football work is Uniform's latest project for Carlsberg, having recently created a special 'dome' for the brand in central Liverpool.

It is all part of Carlsberg's repositioning, which has seen the brand drop its 'Probably the best lager in the world' slogan in favour of 'That calls for a Carlsberg'.

Carlsberg Liverpool FC Uniform

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