Carlsberg & DBU

Creating an AI-generated team photo with 189 fans would be easy. However, doing it in reality is not that simple. Carlsberg and DBU are bringing together the large team spirit in a massive team photo in front of Parken Stadium in Copenhagen. Included are various small groups of fans with their unique stories, as well as Martin Johannes Larsen, who is behind several football songs with his band Lidt Til Lægterne. They all share one thing in common – they support the team when Denmark goes to the European Championship in Germany in 2024.

To celebrate the teamspirit surrounding the Danish national team, we developed a major activation idea. Through a competition involving our new beer, Carlsberg FanBryg, we recruited 189 fans for a giant team photo. This resulted in both a campaign and a tangible image of the fantastic togetherness we have in this country.

DBU's team photographer Anders Kjærbye helped orchestrate and photograph what is his largest team photo to date. Yellow Umwelt is behind the campaign, produced in collaboration with Isaac Production. The structure under the many fans was built by Thinkhouse.