Why not camouflage the supporting messages for the National Football Team, right there, on our rivals ground?

By buying media on the sideways billboards on the road to Budapest, we displayed touristic messages in Hungarian, encouraging everybody to visit the beautiful capital. The catch was that only the Romanian supporters could see the encouragement messages for their team on those billboards, thanks to the revealing 3D glasses distributed by Bergenbier.

On the side of the road to Budapest, where the football match with our National Team (visiting) was about to happen, we displayed messages written in Hungarian, as unsuspiciously touristic headlines - “Visit the beautiful Budapest”, “Welcome to the capital”.

Using the 3D technique of disuniting the colours for a different result, we hid within the letters messages of encouragement for our National Football Team – “Go, go Romania”.

The revealing glasses were offered by Bergenbier, the main sponsor.

The message was signed by the male complicity slogan of the brand – “Friends know why”.

The no. 1 Romanian sports newspaper – “Gazeta Sporturilor” – got on-board and gave us the front page! Plus another 4 interior pages, covering the story and amplifying the campaign.

The most important influencers on social media (ex. Petreanu who has about 200 times more followers than the average on Twitter) also embraced the campaign and promoted it online.