Aussie expat CD Tim Pashen behind stop-motion tattoo film inked on skin of Liverpool F.C. fans via Worth Your While and The Glue Society

Following the announcement of Carlsberg and Liverpool F.C.’s 10 year extension of their historic 30 year partnership – the longest running in the history of the English Premier League – Carlsberg and Liverpool F.C. have launched a new global campaign led by Aussie expat Tim Pashen, creative director of Denmark agency Worth Your While with The Glue Society.

The celebratory campaign includes some of the most important characters at the club: the fans. ’10 More Years. Inked’ stars the forearms, biceps, backs, arms, legs, chests and inner thighs of real Liverpool fans who were willing to have their skin permanently inked to mark the moment.  What could demonstrate unwavering devotion and commitment more than going under the needle?  The number 10 adorning the jersey in the film nods to 10 more years of partnership, and also one of the most storied numbers for the Reds, worn by greats including Barnes, Garcia, and now Alexis Mac Allister.

Together with local Liverpool tattoo artist and lifelong Liverpool F.C. fan, Dan Hutton, ’10 More Years. Inked’ is a story made from real tattoos that fans will bear proudly on their bodies. Forever. The stunning moving image football sequence was created by inking 57 tattoos and then photographing them in sequence, all to create a stop-motion animation in which every single frame has been individually tattooed onto the skin of a real Liverpool fan.

VIEW THE FILM

The campaign is part of the global Carlsberg x Liverpool F.C. brand platform ‘Forever Fans’ which celebrates fans’ unwavering loyalty and dedication to the club throughout the years.

The film will live on both Carlsberg and Liverpool’s global social and digital channels. Portraits of the Forever Fans and their tattoos will also be exhibited at Carlsberg’s global HQ in Copenhagen, Denmark.

Says Pashen: ”After a match, you often hear the Liverpool players say, ‘We couldn’t have done it without the fans’. Well, we literally couldn’t have made this project without the fans.”

Says The Glue Society: “It was one of those ideas that we couldn’t let go — extending the craft of animation onto fan’s bodies. There was something special about coming together in this way to make something all Liverpool FC fans could be proud of. The response from fans was overwhelming and reminded us that whilst commitment to your team meant something different to everyone, some people were willing to go above and beyond to show it.”

The film was directed by The Glue Society through Revolver and Biscuit Filmworks.

Brand: Carlsberg X Liverpool FC
Creative: Worth Your While
Production: Revolver X Biscuit Filmworks
Director: The Glue Society
Post Production: Rascal Post