Why Carlsberg, literally, inked a 10 year contract extension with Liverpool FC
Six weeks ago, Carlsberg’s global sponsorship director, Louise Bach, signed a groundbreaking deal to extend the beer brand’s partnership with Liverpool FC for an additional ten years. This new agreement solidifies their position as the longest-running partnership in the history of the Premier League.
To accomplish this feat, Worth Your While, an advertising agency, took on the challenge of creating a campaign that would capture the essence of love and dedication to the sport. Their solution? Getting 57 Liverpool fans to permanently tattoo their bodies, with each inked piece becoming a frame of a stop-motion film titled ’10 More Years. Inked’.
The creative director of Worth Your While, Tim Pashen, explained the significance of the project, stating that the client demanded creative excellence and brilliance. Pashen acknowledged the agency’s responsibility in landing a campaign that would resonate with the passionate football followers and leave a lasting impact, similar to their previous 30th-anniversary film.
The inspiration for the unconventional fan involvement came from a statement made by former Liverpool left winger, John Barnes, during the making of the agency’s previous spot. Barnes emphasized the eternal bond between fans and the club, stating that players come and go, but fans are forever. This sentiment fueled the idea of fans getting tattoos as a tribute to the enduring partnership.
The agency spent a week developing and presenting the tattoo concept to Carlsberg, and then faced the challenge of persuading 57 fans to get inked. The initial weeks were hectic, but the agency was pleasantly surprised by the overwhelming response from Liverpool supporters who eagerly volunteered to be part of the film. In fact, one fan had an impressive five tattoos completed in a single day.
Louise Bach, Carlsberg’s global sponsorship director, expressed her admiration for the undying loyalty of Liverpool fans. She commended their willingness to permanently ink themselves in honor of the extended partnership. Bach proclaimed Liverpool fans as the best in the world, emphasizing their passion and commitment.
Finding tattoo artists who could accommodate the tight schedule was another critical aspect of the campaign. The Hutton brothers, Jay and Dan, were the perfect fit for the job. Pashen likened Dan’s dedication to his craft to that of Liverpool’s star defender, Virgil van Dijk, emphasizing their lifelong devotion to the club. Dan endured ten consecutive days of tattooing, and every move had to be meticulously planned to create a seamless production.
Once the inking and shooting were complete, the footage was painstakingly stitched together. A prominent feature throughout the film is the number 10 jersey, symbolizing the ten-year partnership between Carlsberg and Liverpool FC. The stop-motion animation technique ensured a smooth and visually appealing result. Post-production required meticulous coordination across different time zones, with the team working from London, Copenhagen, and even Sydney.
Starting today, the final film will be shared across Carlsberg’s and Liverpool FC’s social media channels. Pashen expressed his delight at the club’s decision to organically promote the campaign, showcasing their enthusiasm by investing in paid media to reach a wider audience.
Pashen described these types of campaigns as the ones that truly excite him, where taking risks and overcoming obstacles are part of the process. He emphasized that this is their Premier League, referring to the high-stakes nature of these projects that they thrive on.
In conclusion, the ’10 More Years. Inked’ campaign represents a unique and daring approach to celebrate the extended partnership between Carlsberg and Liverpool FC. By showcasing the unwavering loyalty of Liverpool fans, the campaign captures the essence of the club’s enduring spirit.
