BrewDog
The World F*Cup

CHALLENGE
BrewDog couldn’t afford to sponsor 2022 World Cup but wanted to be part of it. 

OUR THINKING
Most fans were aware the World Cup shouldn’t be in Qatar. Official sponsors were tied in, but BrewDog wasn’t. So we could stand up and point out the obvious: it’s a World F*Cup and FIFA are dragging the beautiful game through the mud.

ACHIEVEMENT
We announced BrewDog as an anti-sponsor and led the global backlash, siding with fans and making fun of official sponsors. With a fraction of their sponsorship millions we got thousands more likes, shares and a huge amount of global media coverage. Ultimately we raised over £110k for human rights charities. D&AD Graphite.