PAULANER X FCB

The Match of Your Life is a global brand campaign that gives amateur footballers the chance to become the starting eleven against FC Bayern Munich. How do you make a beer brand matter to a generation that scrolls past advertising?

You don’t talk about the beer. You hand them the ball.

Built on Paulaner’s global platform “Here’s to Life Unfiltered,” the campaign turns sponsorship into participation. While most brand activations put the sponsor in the spotlight, this one puts the fan on the pitch. At its core is a simple global mechanic with local relevance: amateur players film their best trick shot, their most creative way of hitting the Paulaner can, and upload it via their market’s campaign landing page. Across social content with FC Bayern stars, credible football creators, market-specific activations and a limited-edition Paulaner x FC Bayern can carrying the entry mechanic,
the campaign becomes a 360° invitation to play.

Main role: Art direction