Campaign Digital Awards 2006: Best Interactive TV Campaign

Project: Carling love football TV
Client: Simon Scullion, senior brand manager, Carling
Agencies: Vizeum UK, Leith London
Writer: Pete Cain
Art director: Lou Bogue
Designer: Justin Shill

Carling, not one of the 15 official Fifa partners during the World Cup, needed to engage with 18- to 34-year-olds during the tournament. Research showed that its Big Match concept from the Euro 2004 tournament was still loved by fans. So Vizeum and Leith London evolved it to cater to the World Cup.

Carling created its own version of Sky Sport's "Goals on Sunday" programme, hosted on a DAL. The campaign was the strongest on iTV yet for the brand, with strong interaction levels from the target audience.