Brewdog – The World F*Cup

Brewdog couldn’t afford to sponsor 2022 World Cup but wanted to be part of it. Our solution: sponsor the game, not the event. Point out that FIFA and Qatar are dragging it through the mud.

We were reactive. We ruffled feathers. We showed fans we were on their side. We even created a football shirt made up of all the things they tried to ban, that sold out in an hour.

Ultimately, Brewdog’s anti-sponsorship raised over £110k for human rights charities.

D&AD Graphite, 2023.