Carlsberg takes viewers on a visual pub crawl through 30 years of Liverpool FC fandom

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Denmark agency Worth Your While is behind Carlsberg’s 30th anniversary campaign celebrating longest partnership in Premier League history. The multi-channel campaign will across 26 markets worldwide including Australia and Asia Pacific.


This season marks the 30th anniversary of Carlsberg’s sponsorship of Liverpool FC, the longest partnership in Premier League history. In celebration of this, Carlsberg are launching a multi-channel campaign across 26 markets worldwide, with creative born of a truly collaborative global effort from by The Network partners Worth Your While, SMALL, The Council and Drive Studios.

The campaign is spearheaded by a hero film (shot by award-winning Danish director Tore Frandsen) that takes viewers on an epic three-decade long visual pub crawl through legendary moments, frozen in time. The film taps into a feeling all fans know: cheering on your club with one hand, while protecting your beer with the other. In this case, probably the best beer in the world.

Underscoring the nostalgic film is a bespoke sound-track in the style of Liverpool’s own fan bards and singer-songwriters, a nod to the special significance of songs in LFC fan culture.

More activities continuing Carlsberg’s legacy as ‘fans of the fans’ will launch throughout the 30th anniversary season. Including limited edition cans immortalizing legendary Liverpool FC fan favourites 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 during the next couple of 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, UAE, Ukraine, and USA.

Says Louise Bach, head of global sponsorships, Carlsberg: “With this campaign, we are celebrating our partnership from all angles and highlighting what great partnerships really are. Spotlighting moments from the last 30 years – some big, some small, some unforgettable. And sharing it through legends present and past, and the fans.”

Head of Global Sponsorships: Louise Bach

by The Network
Chief Creative Officer: Per Pedersen

Worth Your While
Creative Director/Co-Founder: Lukas Lund
Creative Director/Writer: Tim Pashen
Creative: Alexander Winge Leisner
CEO/Client Director: Morten Ingemann
Account Director: Sofia Brockenhuus-Schack

Executive Creative Director: Luca Lorenzini
Executive Creative Director: Luca Pannese

Content (Forever Fans hero film)

Production company: new—land
Director: Tore Frandsen
Executive Producer: Sara Samsøe
Producer: Audun Lyngholm Wittenberg
Editor: Jacob Schulsinger
Grade: Lewis Crossfield / Timed Based Arts
Sound design: Kevin Koch
Composer: Lasse Martinussen
Singer: Chris Griffiths

Content (Mini Docs)
Drive Studios
Executive producer: Emil Walther
Producers: Sophie Kampmann & Anne Mette Vestskov
Creative Director: Sigurd Larsen

Can design
Taxi Studios