Knitting for the boys

Client: Carlsberg Denmark
Solution: Campaign for The Euro 2021

How can the Danish fans, the Rooligans, show their personal support to the national football team during the pandemic? In answer to this, we set the Rooligans to work on a rather unusual task: knitting red and white squares that were then assembled into the biggest fan scarf in the world.

The +30-meter-long woollen mammoth followed the national football team from game to game throughout Denmark, serving as a symbol of support, unity and pride whilst most fans cheered along from their couches.



We collected more than 6000 knitted squares that all became part of this ultimate show of fan support.

A series of short video pieces went viral on Facebook, where the Danes proudly presented their knitted trophies. Carlsberg’s exclusive fan pilsner hit record sales that summer and increased its site visitation by 1500% during the campaign period.