Bergenbier: The camouflaged 12th player

Credits & Description:

Media: Outdoor
Category: Drinks, alcoholic
Client: Molson Coors Brewing Company
Agency: Leo Burnett Romania
Country: Romania
Chief Creative Officer: Razvan Capanescu
Senior Art Director: Cosmin Ezaru
Senior Copywriter: Radu Olteanu
Account manager: Cristina Corbu
Razvan
To qualify for EURO 2016 Romania had to play against Hungary, the west-neighbouring country and its biggest rival of all times. In football, this historical rivalry can only be compared with Brazil vs Argentina. Bergenbier, the main sponsor of the National Football Team, wanted to go beyond a mere sponsorship and show strong support for the Romanian supporters (particularly because it was a crucial match and it was abroad, in hostile territory).
Why not camouflage the supporting messages, right there, on our rivals ground? By buying media on the sideways billboards on the road to Budapest, we displayed touristic messages in Hungarian, encouraging everybody to visit the beautiful capital. The catch was that only the Romanian supporters could see the encouragement messages for their team on those billboards, thanks to the revealing 3D glasses distributed by Bergenbier. RESULTS
The no. 1 Romanian sports newspaper – “Gazeta Sporturilor” – got on-board and amplified the campaign. So were the most important influencers on social media.