The Most Iconic Kit

Creative idea

Carlsberg's insight revealed that the most loyal fans don't prove devotion by buying, but by keeping. Between 1992 and 2010, Carlsberg's logo appeared on Liverpool's kit during iconic moments. Those shirts still live in closets across Bulgaria, held for sentimental worth. The idea flipped the conventional promo mechanic entirely. Instead of rewarding purchase, it rewarded preservation. Fans submitted a photo of their vintage kit, AI image recognition instantly verified the Carlsberg logo. History became the price of entry and a worn, faded shirt the only ticket that mattered.

Brand name: Carlsberg
Advertiser / client: Carlsberg Bulgaria
Product / service: Carlsberg Beer
Campaign name: The Most Iconic Kit
Agency network: INDEPENDENT AGENCY
Agency: Next DC
Web address: https://iconic-kit-en.carlsberg.bg/
Agency chief executive officer: Maria Todorova
Chief creative officer: Maria Todorova
Creative director: Momchil Zakhariev
Art director: Gergana Mincheva
Copywriter: Viktor Kalaykov
Designer: Alexandra Vacheva
Account director (agency): Teodor Lorisov
Client account director: Liyana Peeva