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Carlsberg
date. 2025
city. Stockholm
world cup campaign
The Brief
find a way for Carlsberg to feel present in the 2026 World Cup without official rights.
Context: Carlsberg couldn’t own World Cup rights, but it lives in matchday rituals—in pubs, on sofas, between people.
Insight: The hug is football’s most human moment—instinctive, shared, and impossible to sponsor.
Idea: Make Carlsberg the ambassador of the hug.
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Out of Home
These ā¤µļø were made for specific markets included in the brief.
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We decided to conceptualize types of Carlsberg hugs. More will be shown on the social media and physical activations.
Social Media
Physical Activation
The main physical activation was a product mechanism in which you could only open your bottle with the friction of another one. In one word, togetherness.
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We created a Labubu hugging itself in the shape of a can, coasters for sports bars, and a pair of inseparable socks designed to be shared with the friend supporting the same team
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