If Carlsberg did substitutions

With all the commotion about the Brexit referendum continuing to take centre stage, there’s another Euro-focused event on the horizon that we’re much more concerned with, and it goes by the name of UEFA EURO 2016.

In the build up to the tournament, the cross-agency Carlsberg ‘Newsroom’ team have launched a campaign reimagining its iconic slogan to unlock the true potential of the Euros. Dubbed “If Carlsberg Did Substitutions”, football fans across England will be able to substitute the ordinary for the extraordinary in everyday situations and win tickets to watch England matches in France.

Our launch stunt sees pundit legend Chis Kamara go undercover on the tube as an old man (kitted out in full prosthetics) handing out free tickets to unsuspecting travellers kind enough to give up their seats.

The second installment puts a twist on the stereotypical overzealous charity chugger, unleashing a team of ‘superchuggers’ to lure the public away from their busy days. Anyone generous enough to stop and agree to give up 90 minutes for their nation were instantly rewarded with a pair of tickets. Our latest stunt to unfold sees football legend Stuart ‘Psycho’ Pearce disguised as a builder, substitute a bulk delivery for a Carlsberg beer delivery.

With the domestic season done and dusted, we’re on a mission to rally the nation to substitute their clubs for their country for the chance to jet off to France and support our boys. Watch the suite of work in the build up to the Euros below, and keep your eyes peeled for more footballing frenzy as there’s plenty more to come!