UK retailers and pubs were delighted over England playing Wales at Euro2016 but the mouth-watering clash was scheduled at the worst time: 2pm Thursday 16th June. Business panicked over people abandoning work. Could Carlsberg give fans what they wanted? Time off to watch the game.

Research showed ‘If Carlsberg did…’ and ‘Probably the best’ are used by beer drinkers to define expectations in daily life – perfect for Carlsberg, the fans’ greatest supporter.

So we created the Committee Against Real Life Situations Blocking England’s Rallying Games, a fake work productivity institution who concluded a ‘90 Minute Break’ greatly improves work efficiency. A full-page match-day Metro ad served as a letter to lobby employers for time off. Sign it, cut it out and hand it to your boss.

Our cut-out ad sparked a social media movement reaching 9.69% of our audience and helped to deliver over 1.3million Twitter impressions against #90MinuteBreak.