Carlsberg,
Signs Of Unity

Role: ECD

Accolades & Awards: David Reviews, Pick Of The Week; Cannes Lions 2026 - Brand & Experience, Shortlist

Football is built on shared experience.

But for Deaf and hard of hearing fans, the biggest matchday ritual had always been something that happened around them, not with them.
For Carlsberg, a partner of Liverpool Football Club and a brand that exists to ensure
no one misses out on the best things in life, we changed that. The campaign combined fan co-creation, experiential, social, out of home, PR and advertising; working hand in hand with Carlsberg, LFC, and the British Deaf Association.

Next project
Promotional infographic about signs of unity among Liverpool FC fans, highlighting their impact, global reach, and efforts to promote deaf and hard of hearing fans through sign language signs and training events, with photos of fans, players, and sta
Posters on a wall featuring football players and message 'You'll Never Walk Alone.' A woman crosses the street in front of the posters.
Crowd of enthusiastic soccer fans wearing red scarves and jackets, cheering inside a stadium, with banners displaying advertisements.
A group of people sitting in stadium seats, cheering and clapping, with some wearing scarves and hats, indicating they are attending a sports event.
Group of people sitting in a stadium, engaging in conversation and waving, with large windows and bright sunlight in the background.
A middle-aged man with a beard and short hair wearing a red Liverpool football jersey sitting indoors at a restaurant or cafe.
Two men are face to face, in close proximity, with their foreheads touching during a conflict or argument, surrounded by a crowd of people.
A woman with black hair, wearing a red hoodie, is making a gesture with her hands on a sports field with a blurred crowd and colorful banners in the background.
People sitting in stadium seats, watching a sporting event, with some standing and cheering, in a large indoor arena.