Creative in association withGear Seven
Marcel Desailly Sparks a Carlsberg Revolution for Brilliant UEFA Euro Film
Advertising Agency
Amsterdam, Netherlands
72andSunny Amsterdam kicks off campaign starring EUFA Euro 2000 winner with spot directed by Oskar Bård

Former France defender and winner of UEFA EURO 2000 Marcel Desailly has teamed up with Carlsberg to celebrate UEFA EURO 2016 as a ‘tournament for the people’. 

As the official beer of UEFA EURO 2016, Carlsberg will be giving away more tickets than ever before to football fans – which is the central theme of the company’s EURO campaign ‘If Carlsberg did La Révolution…’ 

Kicking off the campaign, a global film created by 72andSunny Amsterdam and directed by Oskar Bård, shows Desailly in a leading role as a revolutionary - swiping tickets from under the noses of French VIP’s, sharing them with his fellow football supporters. The campaign draws inspiration from his country’s rich history to help turn it into the Republic of Football this summer.

In true Carlsberg style, the action includes some hidden references to European football, including:

● Republic of Ireland and Sweden fans pour over the guide to ‘surviving the group of death’

● A predicting octopus points to tournament underdogs Iceland to win  

● Fans have a new and ‘improved’ Vuvuzela for the French tournament, now fused with a bugle to create a ‘Vuvugle’

The film is the first piece of many celebrating Carlsberg’s fan revolution. It will be supported by a life size Eugène Delacroix-style oil painting which visualises the most iconic moments from the film, a Carlsberg-style stunt in Paris, print, OOH and a social media campaign. 

Richard Whitty, Senior Marketing Manager Football at Carlsberg, said: “Our campaign is designed for the fans. We were inspired by great history and heritage of the tournament hosts. We are determined to do football better for fans in France and the world over. In the spirit of Liberté, Egalité, Footballité we’ll be giving away more tickets than ever before for this summer’s UEFA EURO and offering up opportunities to help more fans than ever before experience the tournament.”

On the pitch Desailly, who won UEFA EURO 2000 and the World Cup with France, believes his country have a chance of glory again this summer – but says it is Germany who are the team to beat.

“Germany are currently the aristocracy of world football, they are the world champions and they are the side other nations will want to overthrow. France have an excellent squad of young players and they could bring joy to the French public this summer if they click. They can win the tournament if they play well.

“I think England has revolutionised their team with a manager who knows his direction, and now have a generation of talented players such as Dele Alli, Harry Kane and Jamie Vardy and that could march through the tournament.”

Nic Owen, Managing Director of 72andSunny Amsterdam concludes: ”Carlsberg have a great footballing heritage of putting fans first from Liverpool and England to the Premier League and the Euros. ‘La Révolution’ is the perfect tribute to their dedication to the world’s greatest sport- bring on the summer!’

Agency / Creative
Post Production / VFX
Music / Sound