We were thrilled and generally made-up to find that our “Fare Game” campaign with the good people at Carlsberg was named the winner of the Drinks Business Awards 2026 “Best Campaign of the Year”.
It marks another step in what has been a brilliant run for this particular piece of work and we could not be happier that it’s been recognised within its category (as well as more widely across the marketing world).
When we found that 9 in 10 taxi drivers are massive football fans, yet 60% often miss the biggest matches because they’re pretty busy driving us around. It felt like time to give back to these unsuspecting heroes.
Introducing “The Fare Game”, where we surprised 30 taxi drivers in Berlin by booking them for a full 120 minutes so they could kick back and watch the thrilling Germany vs. Portugal game, surrounded by fellow cabbies in a unique Carlsberg drive-in fan park, soaking up every minute of the match.
With Carlsberg 0.0 beers in hand, they cheered on their teams and had an unforgettable night. And yep, Carlsberg of course covered their full fare so they didn’t miss out. Cheers to that.
The experience and reactions on the night were truly epic, and the story has gone global, racking up over 1,600 pieces of coverage across four continents and reaching over 2.5 billion people. You might have seen it on big media channels like 433, OneFootball, The Drum, and Sky News.
An unforgettable night? Probably. A brilliant way to celebrate true fans? Definitely.
Glorious for the team to have been able to pick up some silverware!
