Following a five shortlist run at the FMBE Awards 2026 we found out that we’re on yet another awards shortlist and all before the year has begun. It’s like getting your Christmas gifts before the big day.
Two awards are on the cards for our work with Carlsberg on the “Fare Game” campaign – devised, developed and delivered by the Hope&Glory team alongside our partners on the Carlsberg business Fold 7, iProspect and the global and Germany Carlsberg teams.
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.
The campaign is up for a couple of categories – for Best Use of Content (where the sponsorship campaign rights fees were over €1 million) and for Best Use of PR. Lovely kick off to the awards season.
Oh. And if that weren’t enough we also found that the O2 campaign we worked on with an assortment of agency partners for the Women’s Rugby World Cup also made the shortlist. The “Cha-Rugby G, the Red Roses’ PR Manager” also made the Best Use of Content list. So we’ll have to see which one picks up the trophy on the big night.
Meantime, here’s the Carlsberg work for you to enjoy …
