Carlsberg – Border Football

En cette année de Coupe du Monde, le football véhiculera des émotions uniques, capables de transcender les rivalités d’antan. Pour illustrer cela, Carlsberg et son agence Duval Guillaume ont donné l’exemple avec ce film, Border Football.

Dans trois lieux de tension bien connus, Carlsberg a organisé des parties de football des deux côtés de la barrière, à Belfast et son Peace Wall, dans la zone démilitarisée de Nicosie ou encore au poste-frontière de Merdare entre la Serbie et le Kosovo. Ces lieux, symbole de la division et de la destruction humaine, vont être le symbole du rapprochement par le football. Le temps d’un instant, les deux cotés ont su oublier le mur qui les séparait et profiter d’un vrai moment d’échange dont seuls la bière et le football ont le secret.

Carlsberg - Border Football

Sponsor important du football depuis plusieurs décennies et notamment de la Premier League, Carlsberg met en avant son lien privilégié avec ce sport et ses valeurs sociales positives. Comme il s’agit d’une campagne d’image d’entreprise visant à promouvoir la marque à travers les frontières, celle-ci dépasse le positionnement local de Carlsberg sur chaque marché individuel. « Dans nos campagnes précédentes pour Carlsberg, nous avons joué sur la notion de courage », affirme le directeur créatif de Duval Guillaume, Geoffrey Hantson. « Aujourd’hui nous souhaitons mettre à l’honneur des personnes qui font de grandes choses. Les personnes qui ont pris part à ces matches de football ont également dû faire preuve de beaucoup de courage pour participer. Lors du tournage, la tension était palpable au début du jeu, mais elle a disparu en cours de match. Mais tout n’était pas affaire d’audace, et aujourd’hui, avec Carlsberg, nous souhaitons le montrer. Cela rend notre slogan ‘That calls for a Carlsberg’ encore plus criant de vérité. »

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