Australian expat Tim Pashen, creative director of Danish agency Worth Your While, is behind Carlsberg’s 30e anniversary campaign celebrating the longest partnership in Premier League history.
This season marks the 30th anniversary of Carlsberg’s sponsorship of Liverpool FC, the longest partnership in Premier League history. To celebrate, Carlsberg is launching a multi-channel campaign in 26 markets around the world, with creative born from a truly collaborative global effort of by The Network the partners Is it worth it, LITTLE, The Council and Drive Studios.
The campaign is led by a hero film (shot by award-winning Danish director Tore Frandsen) that takes viewers on an epic three-decade visual pub crawl through legendary, frozen-in-time moments. The film taps into a feeling every fan knows: cheering on your club with one hand, while protecting your beer with the other. In this case, probably the best beer in the world.
The nostalgic film is underlined by a bespoke soundtrack in the style of Liverpool bards and singer-songwriters, a nod to the songs’ special importance in LFC fan culture.
Other activities continuing Carlsberg’s legacy as “fans of fans” will be launched throughout the 30th anniversary season. Including limited edition cans immortalizing legendary Liverpool FC fan favorites Ian Rush, John Barnes, Sami Hyypiä, Robbie Fowler, Jamie Carragher and Luis Garcia, mini documentaries connecting legends and fans over a beer, and fan-centric activations that pay tribute to long-time loyal fans.
The limited edition cans will be launched in Australia and the following countries over the next few months: Bosnia, Bulgaria, Cambodia, Canada, China, Croatia, Denmark, Germany, Greece, Hong Kong, Hungary, Iceland, India, Israel, Japan . , Laos, Malaysia, Myanmar, Poland, Serbia, Singapore, South Korea, United Arab Emirates, Ukraine and United States.
Louise Bach, Head of Global Sponsorships at Carlsberg, said: “With this campaign, we are celebrating our partnership from every angle and highlighting what great partnerships really are. Highlights of the last 30 years – some big, some small, some unforgettable. And share it through present and past legends, and fans.
Global Patronage Manager: Louise Bach
by The Network
Creative Director: Per Pedersen
Is it worth it
Creative director/co-founder: Lukas Lund
Creative Director/Writer: Tim Pashen
Creative: Alexander Winge Leisner
CEO/Client Director: Morten Ingemann
Account Manager: Sofia Brockenhuus-Schack
Executive Creative Director: Luca Lorenzini
Executive Creative Director: Luca Pannese
Content (Forever Fans Hero Movie)
Production company: new—land
Director: Tore Frandsen
Executive producer: Sara Samsøe
Producer: Audun Lyngholm Wittenberg
Publisher: Jacob Schulsinger
Grade: Lewis Crossfield / Time Based Arts
Sound design: Kevin Koch
Composer: Lasse Martinussen
Singer: Chris Griffiths
Content (mini documents)
Executive producer: Emil Walther
Producers: Sophie Kampmann & Anne Mette Vestskov
Creative Director: Sigurd Larsen