Saatchi & Saatchi

 

During the Qatar World Cup Brewdog wanted everyone to enjoy the football, but for no-one to forget about the appalling human rights record Qatar has.

Our solution: While other big brands were paying millions to be sponsors, we'd raise money to help the fight the injustice. We were reactive. We ruffled feathers. We showed fans we were on their side. We even created a football shirt made up of all the things Qatar and FIFA tried to ban – it sold out in an hour.

D&AD Graphite Pencil winner, 2023.

CASE STUDY:

SOCIAL:

Brewdog founder, James Watt, is prolific on social media.

Throughout the tournament we supplied him with plenty to talk about.

FREE LOVE SHIRT:

Made from all the things banned at the Qatar World Cup, this shirt was sent to people victimised by the Qatar and Fifa authorities and was put on sale on Brewdogs website to help raise money for their legal fees, etc. It sold out in an hour.

GLOBAL:

The campaign created such an impact that other Brewdog territories picked it up and decided to run with it too.

REACTIONS VIDEO:

What people in the street thought.

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