BREWDOG_OOH_2022
World F*CUP
Yes, you read that right. This wasn't a World Cup. It was a World F*Cup. Football was dragged through the mud, before a single ball was even kicked. Let's be honest: Qatar won it through bribery. On an industrial scale.
We helped Brewdog become an official anti sponsor of the world cup.
Graphite Pencil
/ Press & Outdoor /
Tactical Poster Adverts / 2023
Disrupt & Correct
As part of our visual language we created a bespoke typeface that we could use to correct traditional sponsorship messages and reframe them to highlight what a f*ck up this tournament is.
PUNK!
Spray paint hand crafted font in keeping with Brewdog's punk AF attitude.
The outcome
Just as expected, a mixed bag of responses from media outlets and fans alike. BrewDog's World Cup campaign suffers backlash – but that played right into the brands philosophy.
