It was summer 2024 and the world was well. The sun was out, it was at least 10 degrees, and it only rained 3 days a week, which only meant one thing—pub!

At the same time, online football shirt retailer, Third Choice Kit (TCK), was opening for business. And it must be said, what a time to do so. A football shirt in the summer—a tale as old as time. Leveraging UK pub culture and its interconnectedness with football culture, I jumped at the chance to create a guerrilla marketing campaign. To get the word out, I designed custom QR code beer mats and distributed them into Glasgow pubs, the home of TCK.

This approach was used to develop a relationship with the local client-base amidst plans to open a physical location in the city. I intended this advertisement to catch ‘finders’ off-guard, leaving an impact (no matter how small) and shape their view of the brand to by dynamic and unique, quite like many of the retro shirts. And of course, whilst the ethics are a little bit grey, it doesn’t hurt to advertise to a group with a drink or two in them—what better time to convince a football fan to buy a shirt?