Carlsberg Unveils Stop-Frame Tattoo Animation Inked on Skin of Liverpool F.C. Fans

Carlsberg Unveils Stop-Frame Tattoo Animation Inked on Skin of Liverpool F.C. Fans

Dec. 08, 2023

Carlsberg and Liverpool F.C. proudly announce a 10 year extension of their historic 30 year partnership - the longest running in the history of the English Premier League.

The celebratory global campaign includes some of the most important characters at the club: the fans. '10 More Years. Inked' stars 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.  What could demonstrate unwavering devotion and commitment more than going under the needle?  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.

Together with local Liverpool tattoo artists and lifelong Liverpool F.C. fans, Jay & Dan Hutton, '10 More Years. Inked' is a story made from real tattoos that fans will bear proudly on their bodies. Forever. The 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.

Created by London and Copenhagen-based independent creative agency Worth Your While, 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 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 said:

“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.”


The film was directed by The Glue Society through Biscuit Filmworks.

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