Carling is #madelocal in Burton-on-Trent, so we turned the spotlight on people who are also making it where they’re from and having a positive local impact. This film follows the players of Black Country Fusion FC – the first gay and transgender team to play in Wolverhampton’s Sunday League. Pride in a pink kit, they’re fighting discrimination in the beautiful game. After all, “everyone’s welcome in the Fusion family.”

To redefine what it means to be a Carling drinker in modern Britain, we moved the brand away from the cliche ‘epic-fail-lager-lad’ into a space of unexpected industrious pride.