We were tasked with developing localised content and a brand experience around Carlsberg’s sponsorship of the English Premier League. Football fans competed for a chance to play on a city centre roof-top pitch with Premier League legends. Their prize? An all expenses place on a team that would play during half-time on the hallowed ground of Anfield. The resulting video content was used to seed the campaign for the next 6 weeks with impressive results: 897,000 video views, +4.4% YOY volume growth, 96.3% coverage of men 18+ and 1.1 million PR value.