Cannes Lions
DUVAL GUILLAUME, Antwerp / CARLSBERG / 2014
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Football, just like beer, brings people together. To prove this, Carlsberg created a whole new game: Border Football. This game uses what divides people - borders, walls and fences - to bring them closer. We played at three of Europe's most tense borders in Belfast (N-Ireland), Cyprus and Kosovo. The result was great: for a moment, people from both sides forgot the wall between them. They enjoyed the friendship and togetherness only beer and football can create. Using borders to bring people closer instead of setting them apart, that calls for a Carlsberg.
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