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By Amy Houston, Senior Reporter

August 23, 2022 | 2 min read

To mark the 30th anniversary of Carlsberg’s sponsorship of Liverpool FC, the beer brand has launched a multi-channel campaign across 26 markets worldwide.

Led by a hero film shot by award-winning Danish director Tore Frandsen, the ad takes viewers on a three-decades-long visual pub crawl through legendary moments, frozen in time.

It taps into an all too familiar feeling many fans will recognize – cheering on your club with one hand while protecting your beer with the other.

Marking the longest partnership in Premier League history, the nostalgic film is underscored with a bespoke soundtrack.


Client: Carlsberg

Head of global sponsorships: Louise Bach

Creative: The Network (Worth Your While, The Council, Small, Drive)

Content: New-land

Director: Tore Frandsen

Content (mini docs): Drive Studios

Composer: Lasse Martinussen

Vocalist: Chris Griffiths

Cans: Taxi Studio and Everland

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