Shock. Joy. Excitement. Tears. Friendship. Love. Relief. Pride. Frustration. Hope. Heartbreak. Euphoria. That’s life. That’s passion. That’s football. Cheers to the fans.

Carlsberg, proud sponsors of the Swedish Football Association, wanted to create a deeper connection with football enthusiasts. This ambition led to a concept rooted in authenticity to engage fans by shifting the focus from the football field to the spectators, capturing their genuine reactions as they experienced real games, highlighting raw emotions and togetherness.