In a nice World Cup campaign from lager merchants Carslberg, people from both sides of the borders in Belfast, Nicosia and Kosovo were invited to play ‘border football’.
The film, according to the release, demonstrates how football ‘can overcome barriers and borders, to create a positive experience for the people taking part’, using ‘what divides people to bring them closer’. Which is a very nice line, you have to admit.
Here’s the film:
The campaign’s overarching message is similar to Coca-Cola’s ‘Small World’ effort (here on PRexamples, from May 2013) in which Indians and Pakistanis were connected virtually, despite their historical issues.
Involved agency: Duvalle Guillaume