LAV unveils a new competition in which everyone who buys a LAV fan can of beer will be able to participate.


The rules of the competition are tied to internet activation and, in addition to valuable prizes for those who enter, they also benefit the two favorite football clubs in Serbia – Red Star Belgrade and Partizan. We devised a communication that presents all the rules of competition in simple manner and transfers true football passion to participants.

The biggest prizes are trips to the greatest football derbies in the world. There’s no need to explain the mechanism, since everyone is invited to experience the passion in person with the message “PASSION CAN’T BE PUT INTO WORDS. IT HAS TO BE EXPERIENCED.” 
It generated great interest and sales increased in the first few days of the campaign.