Created by Fold7, the campaign marks the return of Carlsberg’s long-running “If Carlsberg did…” platform. Rather than imagining the perfect football commercial, the brand has focused on making football itself more accessible by turning everyday public spaces into places where anyone can enjoy a casual kickabout.

A Simple Idea That Invites Participation

The campaign centres on a straightforward outdoor execution. Large green posters featuring the outline of a football goal have been installed on walls in selected UK cities. Instead of functioning only as advertisements, the posters become makeshift goals that people can immediately use.

The first Goal Posters appeared at Sutton Walk and Shoreditch Tunnels in London, along with Bridge Street in Manchester, with additional activations planned throughout the summer.

The simplicity of the idea is central to its appeal. There is nothing to download, no technology to interact with and no organised event to join. All that’s needed is a football and an open space, allowing ordinary locations to become places where the game can happen naturally.

Built Around a Real Behaviour

The campaign is supported by research commissioned by Carlsberg, which found that 73% of adults planned to watch football during the summer, while one in three admitted they had not played a kickabout in more than six months.

The research also highlighted some of the reasons people play less often, including limited time, a shortage of suitable places to play and not having enough people to join them.
Rather than encouraging fans to consume more football content, Goal Posters responds by creating simple opportunities to get people playing again.

The Return of “If Carlsberg Did…”

Goal Posters also marks the latest chapter for one of advertising’s most recognisable brand platforms.

Historically, “If Carlsberg did…” became synonymous with delivering “the best.” Today, the platform has been reinterpreted around removing barriers that stand between people and great experiences.

Within football, that means investing in access instead of spectacle. As part of its sponsorship of UEFA National Team Football, Carlsberg has chosen to create opportunities for participation rather than relying on celebrity ambassadors or high-production advertising.

Supporting the outdoor installations are creator partnerships, PR activity and social content. Football creators have hosted kickabouts around the Goal Posters, while campaign films capture the way overlooked urban spaces are transformed once people begin playing.

Campaign Analysis

Goal Posters works because the creative idea and the media are impossible to separate. The poster is no longer just carrying the message. It becomes part of the experience itself.

That gives the campaign an immediacy that many outdoor executions struggle to achieve. People do not need instructions to understand the idea. A familiar advertising format has been given a second purpose, making the interaction almost instinctive.

The campaign also reflects a wider shift in brand thinking. Instead of adding another football advertisement to an already crowded season, Carlsberg has created something that encourages participation beyond the screen. The activation asks very little from people, yet offers a genuine reason to stop, play and engage with the brand in a memorable way.

It is a reminder that effective outdoor advertising does not always rely on scale or technology. Sometimes, a simple idea placed in the right environment is enough to turn media into an experience.

Explore more OOH Campaigns

Credits
Brand: Carlsberg
Campaign: Carlsberg Goal Posters
Agency: Fold7
Chief Creative Officer: Ryan Newey
Executive Creative Director: Dave Billing
Chief Strategy Officer: Yelena Gaufman
Executive Creative Director: Dillah Zakbah
Creative: Chris Bennett & David O’Brien
Producer: Michelle Hickey & Hannah Burles
Experiential Producer: Andrew Casher
Account Manager: James May
Account Manager: Jamie Herman
Account Manager: Ciara Jenkins
Account Manager: Misbah Husain
Strategy Director: Mike Waters
Media: Copa90
PR: Hope&Glory

This campaign is about:
Carlsberg Goal Posters, Goal Posters, Carlsberg Football Campaign, Goal Posters Campaign, Outdoor Advertising, OOH Campaign, Outdoor Media, Playable Football Goals, Football Marketing, Football Campaign, Sports Marketing, Brand Activation, Experiential Marketing, Interactive Outdoor Advertising, Ambient Advertising, Public Space Activation, UEFA National Team Football, Football Brand Activation

Created by adam&eve\TBWA for Unilever, the limited edition activation temporarily renamed Marmite as “WeMite”, inviting fans to choose a jar based on how far they believed England would progress. It is a simple idea that combines packaging design, football culture and travel behaviour without changing the product itself.

A Jar That Matches Your Prediction

Rather than producing a standard football-themed pack, Marmite created three different WeMite jars, each reflecting a different level of confidence in England’s chances.

Supporters expecting a shorter stay could choose the “WeMite Reach the Quarters” jar. Those feeling more optimistic had the “WeMite Reach the Semis” edition, while believers that England would lift the trophy could pick the largest “WeMite Go and Win It” jar.

The concept transforms a routine shopping decision into something personal. Instead of simply buying Marmite, supporters were effectively declaring their tournament prediction before leaving home.

It is the kind of idea that needs very little explanation. The different jar sizes immediately communicate the joke while giving people something they are likely to share with friends before travelling.

A Small Design Change With a Big Role

The packaging remains unmistakably Marmite. The familiar yellow lid, black jar and recognisable label are all still there, with only one meaningful change. The word “Marmite” becomes “WeMite”.

That small adjustment shifts the focus from an individual product to a shared experience. During an international tournament, football supporters naturally speak in terms of “we”, making the temporary rebrand feel timely rather than forced.

Instead of covering the jar with football graphics or national symbols, the design keeps everything restrained. The simplicity is what makes it memorable.

Taking the Idea Beyond the Shelf

The WeMite campaign was supported by social and experiential activity, helping the idea reach supporters before they even boarded their flights.

As part of the activation, Marmite partnered with Heathrow Express to make the limited edition jars available to fans travelling to Heathrow Airport. It placed the product at exactly the moment people were packing, travelling and preparing for weeks away from home.

That partnership also reinforced the campaign’s central thought. Marmite was presented not simply as breakfast, but as one of the familiar comforts many British travellers like to take abroad.

Morgan McAuley, Senior Brand Manager at Marmite, said the idea was to make sure supporters could still enjoy “a proper taste of home” while following England overseas.

Why the WeMite Campaign Works

Many football campaigns rely on emotional storytelling or dramatic films. WeMite succeeds by doing almost the opposite.

The creative idea lives inside the product itself. There is no complicated mechanic and no lengthy explanation. Fans understand it the moment they see the jars lined up together.

Creative Directors Darren Beresford and Richard Gayton described the inspiration as the thought of England supporters facing American breakfasts without Marmite. That observation provides a light-hearted starting point for a campaign built around travel, optimism and national rituals.

By turning tournament predictions into packaging, the WeMite campaign found a fresh role for one of Britain’s best-known brands. The jars are practical enough to travel with supporters, collectible enough to spark conversations and simple enough to be remembered long after the tournament ends.

Credits
Client: Unilever
Brand: Marmite
Project/Campaign Name: WeMite

Client names and Job Titles:
Claire Racklyeft – Condiments Category Director
Morgan McAuley – Senior Brand Manager
Harrison Doyle – Marketing Assistant
Sean Speczyk – Social Media Manager

Agency: adam&eve\TBWA

Creative:
Ant Nelson & Mike Sutherland – Chief Creative Officers
Matt Gay – Executive Creative Director
Darren Beresford & Richard Gayton – Creative Directors/Creatives
Phoebe Wright – Senior Social Director

Production:
Jaki Jo Hannan – Head of Production
Lindsay Moyes – Producer

Planning:
Will Grundy – Chief Strategy Officer
Sarah Carter – Global Planning Partner
Liora Ingram – Planning Director

Account Management:
Miranda Hipwell – Chief Executive Officer
Flemming Lerche – Managing Partner
Max Sullivan – Business Director
Barnaby Kelly – Account Director

Project Management:
Kirsty Harris – Project Director

Design: adam&eve\TBWA
Scott Silvey – Head of Design
Will Whittington – Designer

PR: W Communications

Retouching: Luke Kirwan, Black Box Studio
Photography: Luke Kirwan, Black Box Studio
Box and Jar Production: Scott Whall, The Hub London.

This campaign is about:
WeMite Campaign, Marmite, Unilever, adam&eve\TBWA, W Communications, Packaging Design, Creative Packaging, Limited Edition Packaging, Packaging Campaign, Brand Activation, Experiential Marketing Campaigns, Football Marketing, Sports Marketing, England Football Fans, Tournament Marketing, Travel Marketing, Consumer Branding, Food Marketing, FMCG Marketing, Creative Campaign, Product Packaging, Brand Experience, OOH Campaigns

 
As an official partner and sponsor of the ICC Men’s World Cup 2019, Uber is cashing in on the ongoing excitement around cricket by launching a digital-first campaign, #ParksNotParking, supported by exciting on-ground activations across Mumbai, Delhi, and Bengaluru. Sustainability and the idea of rethinking urban planning and spaces is the inspiration behind their new campaign, which launched on 20th June 2019.

The campaign aims to raise awareness about the ills of growing congestion and pollution in cities, turning many of them into giant parking lots, thereby underscoring the urgent need to utilize better urban spaces for building parks. Besides providing much-needed oxygen, parks will also provide residents and sports enthusiasts with space to play.

Rapidly rising urban populations and increasing private car ownership have restricted green and playing spaces. The much loved “gully” cricket, which has enabled millions of Indian children to enjoy the game and helped build India’s cricketing prowess, is losing popularity. Through the #ParksNotParking campaign, Uber hopes to shape a movement to restrict parking and reignite the passion for gully cricket.
Cricket nets will be set up in high footfall areas in Regal cinemas in Mumbai, South Extension in Delhi, and Phoenix Market City in Bangalore to encourage residents to play the game and rethink how, more importantly, to rethink how we can build more sustainable cities.

Tags: Uber Ads, Parks Not Parking, Awareness Campaign, On-ground activation, Brand activation, On-ground Marketing, Uber News

Consumption is growing by double digits every year. And 60% of all garment’s sold are thrown away with in a year. This is a massive problem as the fashion industry is one of the most resource-intensive industries on our planet.

To highlight this and start a conversation on the topic, Strays created a new kind of receipt for Swedish menswear brand Asket’s new campaign. The receipt, named The Impact Receipt, reveals the full environmental impact for the brands’ garments. And unlike lofty promises of sustainability, the receipt gives you the hard facts of garment production. The data were calculated with the help of RISE (Research Institutes of Sweden) and took over two years to collect since it spans the entire production chain for each product.

The Impact Receipt campaign is not just about the PR and social media ads telling people how we can’t stop our war to sustainability. From spring 2021 The Impact Receipt will be a new standard for Asket, and each sold garment will be accompanied by a receipt showing the specific garments environmental footprint. The hope is to restore the value of clothes and, in the end, make people buy less new clothes.

Credits
Brand: Asket
Advertising Agency: Strays, Stockholm, Sweden
Photography: Fredrik Augustsson
Creative: Carl Michael Ulfstedt
Creative: Arvid Gradin
Creative: Christofer Weider
Creative: Frida Berlin
Creative: Josefin Inge