We distilled the creative brief to synchronize Football, EURO 2016 (in France) and Beer, amd we knew that the trick lay in finding an original expression that: A – Aligned with Carlsberg Export’s personality, and B – Stood out as being truly different vs what we thought the competition might be doing

When we presented ‘The Bootiful Game’, a life-sized, photorealistic football boot, complete with stud detailing that concealed well-known French landmarks, it was an instant hit with the marketing team at Carlsberg Export.

We created a highly realistic football boot in Cinema 4D that was deployed across both primary (carton) and secondary (can) packaging. There is no supporting POS or ATL activity – the only consumer touch point is the packaging.

The choice of materials was restricted to standard carton board, however we managed to push the printers to ensure that the copper effect was as realistic as possible.

Please see ‘Jury Information’.