The European Men's Football Championship and the Olympic Women's Football Championship were just around the corner, and Carlsberg was the official partner of the Swedish national football teams. There was just one problem: How do we activate a sponsorship in the midst of an ongoing pandemic? Without a party in sports bars, streets and squares, and with few or no Swedish fans in the stands.
To draw attention to the crucial role of fans as the twelfth player - regardless of where they are - we launched the campaign Part of the Team. By letting fans upload photos to a campaign page, we built a digital blue-yellow wall that showed the breadth and diversity of those who cheered for our national teams.
The campaign was fronted by national team stars Nathalie Björn and Mikael Lustig. The initiative was complemented by a PR activation and survey on how Swedes would follow the championships despite pandemic restrictions.