Carlsberg made a stop-motion animation from 57 tattoos inked on Liverpool fans

The brewer and Premier League club celebrate a 10-year extension of their historic 30-year partnership

Published On
Dec 12, 2023
Photos of nine tattoos from the stop-motion animation

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Carlsberg and Liverpool FC’s 30-year partnership is the longest in the history of the Premier League. To celebrate their recent 10-year extension, the brewer and club created something even more permanent—tattoos on Liverpool fans that, together, create a stop-motion animation of a goal being scored.

“10 More Years. Inked” was created by agency Worth Your While and directed by The Glue Society through Biscuit Filmworks. It stars the forearms, biceps, backs, arms, legs, chests and inner thighs of real Liverpool fans.


There are 57 tattoos in all. The character in them wears the fabled No. 10 shirt—referencing the 10-year extension but also all the greats who’ve worn the No. 10 jersey for Liverpool, from John Barnes to Luis García and now Alexis Mac Allister.

The campaign is part of the global Carlsberg x Liverpool FC brand platform “Forever Fans,” which celebrates fans’ unwavering loyalty and dedication to the club. The film is rolling out in social and digital, while portraits of the fans and their tattoos will be exhibited at Carlsberg’s global headquarters in Copenhagen. 

“The undying loyalty of Liverpool fans never ceases to amaze me,” said Louise Bach, global sponsorship director at Carlsberg Group. “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. ”

“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,” added Tim Pashen, creative director at Worth Your While.


Dec 12, 2023
Client :
Client :
Liverpool FC
Agency :
Worth Your While
Global Sponsorship Director :
Louise Bach
Sponsorship Specialist :
Cathrine Lundblad
Creative Director :
Tim Pashen
Creative Director :
Lukas Lund
Design Director :
Carl Angelo
Creative :
Mikkel Møller
Creative :
Alexander Winge Leisner
Agency Producer :
Celina Ranum Aagaard
Morten Ingemann
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 Exec Producer :
Matthew Towell
Post Producer :
Hazel Gibson
Adam Maynard
Colorist :
Dan Levy
Audio Post Production :
Rascal Post
Sound Designer :
Izaak Bufffin
Music Composer :
Henry Cuchrod
Fan Portraits :
Frederik Kjeldgaard

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