When England and Wales drew each other for Euro 2016 the fixture list revealed the clash was right bang in the middle of the working day. Bad for business. Good for the beer business.

We created the Committee Against Real Life Situations Blocking England’s Rallying Games. A fake institution commissioned to assess workforce productivity. The study’s result? The ‘90 Minute Break’, the single most effective way to improve work output at the office. Activity began on match-week with social content promoting C.A.R.L.S.B.E.R.G’s findings, culminating with a full-page press ad on match day. The ad served as a letter giving staff a case to lobby employers for time off. They simply had to sign it, cut it out and hand it to their bosses.

Tapping into a national debate.

There were over 1.3 million #90MinuteBreak Twitter impressions, 153,600 LinkedIn impressions and over 500 comments. Analysis showed a 33% increase in positive sentiment towards the brand due to their Euro 2016 sponsorship activation. Beer sales grew by 4% across the tournament.

On top of all this, the ad featured in Campaign’s 2016 Annual as No. 2 Press Ad of the Year.