Saatchi & Saatchi


Client: Brewdog
Product: Brewdog
Title: Anti-sponsor
Media: OOH, Digital,
Country: United Kingdom
Date Of Campaign: 7th November

Background: The FIFA World Cup Qatar 2022™ was blatantly corrupt. Despite mounting media scrutiny, most brands remained silent, essentially giving FIFA a free pass.BrewDog has always been anti-establishment and pro the people and simply couldn’t stay silent.Our brief was to capitalise on the year’s biggest global sporting event to get people talking about BrewDog.

Idea: We launched BrewDog as ‘The Proud Anti-Sponsor of the World F*Cup’ and did whatever official sponsors don’t. Our OOH campaign was strategically placed on streets, outside the Qatar Embassy and fan parks. And all revenue from Lost Lager sold during the tournament went to fight human rights abuse - not lining the pockets of the FIFA Mafia.

Results: 286 pieces of global coverage576m earned impressions£111,153.00 raised to help charities worldwide

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Ambient / Guerilla / OOH