Carlsberg launches global campaign brewed with miracles to celebrate 20th anniversary of ‘The Miracle of Istanbul’ via Worth Your While
Aussie expat Tim Pashen, Creative Director at Copenhagen-based agency Worth Your While, is behind Carlsberg’s latest global campaign celebrating the 20th anniversary of Liverpool FC’s legendary comeback win in the 2005 UEFA Champions League Final, known to fans as the ‘Miracle of Istanbul’.
The campaign centres around a special limited-edition Miracle Can, launched to commemorate what many call the greatest football comeback of all time. The effort is especially notable for Aussie fans, with the campaign launching at selected Australian retailers, giving local Reds supporters an early chance to grab the collectible can.
The cinematic campaign film features Liverpool legends Jerzy Dudek, Sami Hyypiä, and Vladimír Šmicer, key players from that unforgettable night in Istanbul where Liverpool overcame a 3-0 halftime deficit against AC Milan to win the Champions League title via penalties. The film sees the Miracle Can travel down a Carlsberg production line, blessed by the same heroes who helped make the miracle happen, culminating in a clever tribute to Dudek’s match-saving heroics.
The design of the Miracle Can itself is rich in detail, with time-stamped highlights from the match allowing fans to relive the key moments, from the despair of the first half to the elation at full-time.
Carlsberg’s long-standing partnership with Liverpool FC, which began in 1992, continues to be one of the most iconic in sports sponsorship. A new agreement signed in 2023 ensures the relationship will last until at least 2034.
Says Louise Bach, Global Sponsorship Director at Carlsberg: “At Carlsberg, we’re beyond proud of our 30+ year partnership with Liverpool FC. It’s been an incredible journey, and we’re always looking for ways to bring more people closer to the magic of the beautiful game.
“Blessed by Liverpool FC legends that were there on the night, we want our Miracle Can to bring hope for the future to fans across the globe and, hopefully, a few more miracles. Can they strike again? Probably.”
Production company: new-land
Director Executive: Tore Frandsen
Producers: Sara Samsøe and Thor Brammer Jacobsen
Producer: Joi Persson
Production Manager: Julie Seifert
Production Assistant: Ida Elena Lindemann
Creative Agency: Worth Your While
Creative Director: Tim Pashen
Creative Director: Lukas Lund
Chief Strategy Officer: Tali Madsen
Design Director: Carl Angelo
Creatives: Isa Bella Madelena Normark, Alexander Winge Leisner, Frederik Emil Vedersø Larsen
Account Manager: Celina Ranum Aagaard
CEO/Account Director: Morten Ingemann
Design: Everland & Taxi Studios
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