Rebrand the Game
Award: Shortlist
Shortlist / Direct / Direct Integrated Campaigns / 2020
Throughout history, beer brands such as Heineken or Carlsberg have dominated European sponsorship of football, so MULLENLOWE SSP3 wanted to introduce Budweiser in a way that was meaningful for both the brand and the people. After analysing data from over 4,000 of the most well-known goals in The Premier League and LaLiga’s history, they found there was a similarity between the formation of the goals and Budweiser’s famous ‘bowtie’ logo. From this, Goals Of Kings was born, allowing Budweiser to become part of the history of the most iconic European sport without ever being there before.