There was a lot of negativity towards the World Cup in Qatar.

A big group of people wanted to boycot the whole thing. But ... its hard for fans to choose picketing over football. What if we could help them do both?

FINN.no is a second hand classified website with a mission to prove that that second hand is just as good as new.

So we saw an opportunity: Why not show how great second hand stuff is, by making a second hand World cup? We bought the rights to some of history's most iconic world cup matches, found a local football pub willing to boycott Qatar - and invited people to a cup of our own!

The world cup in Qatar was heavily criticized for being unsustainable - both in terms of conditions for the migrant workers, and for making air-conditioned stadiums in a dessert.

As a second hand market place, it was obvious it would be better to re-use a previous championship then condoning this one.

Hence the idea: Re-using old world cups, to make it easier for people to boycott the new one.

A second hand world cup. A fun way to protest!

Very few people in Norway supported the Qatar world cup. The numerous scandals and revelations of unjust made it difficult to love. A huge number of people wanted fotball, but not Qatar-fotball. This posed a great opportunity to make our brands main point: used can be just as good as new. Better, even!

First, we needed a pub to host our event. We asked pubs through print ads in national media.

This process already started to gain attention in social media.

Next, we needed rights. Through a long process we finally managed to purchase rights to a handful of old matches, directly from FIFA.

Then we needed to do a refit of the place itself. We bought more than 100 old world cup items, through our own second hand website. Kit, merch, and loads of world cup stuff from the good ol' days. We used this to decorate.

The main impact was all the press the event generated. The Norwegian state media covered us both on TV, online and on the radio. They dont have ads, and are by far the biggest media-house in Norway, so this was a big deal for us.

The event sold out. Even though our venue could only hold an audience of a few hundred people, the coverage made the idea spread throughout the nation. On a specially built website we broadcasted old classics from previous world cups throughout the championship - reaching hundreds of thousands of people and helping their boycott be a little less unbearable.