Probably the best UEFA Euros
In their 8th consecutive tournament as sponsor of the UEFA European Championships, a change in regulations gave Carlsberg a challenge. Unable to use the brand name in activity, Fuse created an global campaign under the alibi name ‘Probably’. Ten Fusers were relocated to France for the duration of the tournament where they managed 65+ markets across 10 host cities including 2,755 bespoke guest programmes and nearly 20,000 tickets. Engagement on social media led to a huge boost in awareness and sales, proving that with the right idea, a setback is probably an unforeseen advantage.