Carlsberg's Border Football World Cup Campaign Unites the Divided

 - May 3, 2014
References: creativecriminals & prexamples
As part of a World Cup campaign, Carlsberg aimed to bring people together through with sports in areas where there's tension between neighboring regions. To set up games of 'Border Football,' Carlsberg invited the people of Cyprus, Belfast and Kosovo to start games from their respective sides, divided by some kind of a border in between. Border Football seems a lot like volleyball, since it involves a barrier in between the players, but either way, it was quite effective at inspiring some good feelings between players.

Despite there being Carlsberg beer involved after the matches, there might not have been total camaraderie between the two opposing sides, but the games ended with cheers and as one player describes, she feels that they can now co-exist.