Anti-Sponsor

Controversy surrounded the 2022 FIFA World Cup in Qatar, but despite mounting media scrutiny, most brands remained silent, essentially giving FIFA a free pass. BrewDog has always been anti-establishment and simply couldn’t keep quiet. This wasn’t a World Cup, it was a World F*Cup. To launch BrewDog as the 'official anti-sponsor of the World F*Cup', Saatchi & Saatchi used outdoor media to say out loud what official sponsors failed to. The brand also raised funds for charity, with all money from Lost Lager sold during the tournament going towards fighting human rights abuse.