Carlsberg Sport No Sport No Game

Perform at the highest level. Always. 


Carlsberg Sport is a energy soft drink and an offshoot sub brand under the Carlsberg name. It sponsors sports events and is mainly targeted towards teens with an interest in Football. Either as players or merely fans of the sport. Football as a sport requires a high level of different skills such as ball handling, precision, stamina and physical strength. So when we set out to create a universe and payoff for the brand. These skills played a vital role in the visuals and communication.


We created the payoff No Sport. No game, to accentuate and exaggerate the notion that without Carlsberg Sport, you can’t play at the highest level. This was fused with a very gloomy and rainy aesthetic, symbolizing that even the toughest conditions wasn’t enough to keep you from performing at your maximum. We ran ads, so me posts and TVC and youtube ads.


The target audience responded extremely positively to this new shift in look and communication of the brand and our following on various social platforms grew by 300%. We ended up hosting a football tournament for young aspiring talents and teams in a joint venture with EA and Fifa football.


Idea & Concept: Martin Nørgaard Furze
Art Director: Martin Nørgaard Furze
Agency: Yellow
Production: T-Bone Studio
Director: Martin Nørgaard Furze