We had to make the right people set an example – only then would Poles follow them. The ritual “take the flag if you are going to watch the game” was presented in many ways:- Idea placement on TV helped us avoid commercial clutter: celebrities from top live TV productions were showing the flag while talking about Euro2008, while main characters in key sitcoms were watching matches with Tyskie flags in hands- taxi drivers put little flags on their cars (which even opened a new product category in online fanshops and auctions – flags for car windows)- buses and trams in major cities carried Tyskie flags on days of Polish team’s matches (before that, the only days to show flag on buses and trams were national holidays)

1 million Tyskie beer packs with flags sold out - flags soon appeared in windows, balconies and in the hands of passers-by. Euro2008 matches became a Polish national holiday. We managed to promote the brand only by using a gadget associated with it.Tyskie became the brand most linked with national football team. Without ads close to games, 48.5% of Poles recognized Tyskie as the main sponsor of Polish football team (up from 27% before the campaign).The campaign changed social mindset: Poles realised that sports event can become occasion to manifest national unity.