What glorious celebration of Carlsberg and Liverpool F.C.’s partnership – and fandom. The global campaign, 10 More Years. Inked, is a tattoo animation inked on the skins of the most important characters at the club: the fans. 10 More Years. Inked, by London and Copenhagen agency, Worth Your While and The Glue Society, announces the 10-year of their 30-year partnership, the longest running in the history of the English Premier League.

The campaign “media” are the forearms, biceps, backs, arms, legs, chests and inner thighs of real Liverpool fans who were willing to have their skin permanently inked to mark the moment.

The tattoos were created by local Liverpool tattoo artists and lifelong Liverpool F.C. fans, Jay & Dan Hutton. A stunning moving image football sequence was created by inking 57 tattoos and then photographing them in sequence, all to create a stop-motion animation in which every single frame has been individually tattooed onto the skin of a real Liverpool fan. The film was directed by The Glue Society through Biscuit Filmworks.

The number 10 adorning the jersey in the film nods to 10 more years of partnership, and also one of the most storied numbers for the Reds, worn by greats including Barnes, Garcia, and now Alexis Mac Allister.

10 More Years. Inked is part of the global Carlsberg x Liverpool FC brand platform, Forever Fans, that celebrates fans’ unwavering loyalty and dedication to the club throughout the years.

The film will live on both Carlsberg and Liverpool FC’s global social and digital channels. Portraits of the Forever Fans and their tattoos will also be exhibited at Carlsberg’s global HQ in Copenhagen, Denmark.

Louise Bach, global sponsorship director, Carlsberg Group, stated, “The undying loyalty of Liverpool fans never ceases to amaze me. In this case, getting permanently inked in tribute of the longest-running club sponsor signing for 10 more years. They are the best fans in the world. No probably about it.

Tim Pashen, creative director, Worth Your While, added, ”After a match, you often hear the Liverpool players say, ‘We couldn’t have done it without the fans’. Well, we literally couldn’t have made this project without the fans.”

Credits

Fans: George Shannon, Kier Barnett, Judy Sherrington, Matthew Larmond, Michelle Smith, Scott Stevenson, Kaine Hegarty, Mike Carr, Daniel Cole, Stuart Townsend, Stuart Eldergill, David Livesey, Alan Sheridan, Kit Abberton, Oliver Parsons, Clare Sankey, Trevor Gray, Eric Bennett, David Poole, Victoria “Tor”, Derek Camp, Ryan Westhoff, Martine Woodhouse, Mathew Powell, Sean Quinn, Trevor Conroy, Alan Dawson, Jonny Carmichael, Charles Kenyon, Luisa Dean, Todd Morgan

Brand: Carlsberg
Global Sponsorship Director, Carlsberg Group: Louise Bach
Sponsorship Specialist, Carlsberg Group: Cathrine Lundblad

Creative Agency: Worth Your While
Creative Directors: Tim Pashen & Lukas Lund
Design Director: Carl Angelo
Creatives: Mikkel Møller & Alexander Winge Leisner
Agency Producer: Celina Ranum Aagaard
CEO: Morten Ingemann

Production: Biscuit Filmworks
Director: The Glue Society
Managing Director: Rupert Reynolds-Maclean
Executive Producer: Samantha Chitty
Head of Production: Emily Atterton
Producer: Gareth Crothers
Production Manager: Daniel Linnik-Zhuravliov
Production Assistant: Protima Banerjee

Photographer: Curtis Jehsta
Photographer Assistant: Luca Pellegrink
Tattoo Studio: Adrenaline Studio
Tattoo Artist: Danny Hutton
1st Ad: Rob Hunter
Stylist: Elaine Boyle
Liquid Stylist: Olivia Bennett
Editor: Luke Crethar

Post-Production: Rascal Post
Post Executive Producer: Matthew Towell
Post Producer: Hazel Gibson
VFX: Adam Maynard
Colourist: Dan Levy

Audio Post-Production: Rascal Post
Sound Designer: Izaak Bufffin
Music Composer: Henry Cuchrod
Fan Portraits: Frederik Kjeldgaard