First Russia, then Qatar. Can't wait for North Korea. It is one of the slogans of the striking advertising campaign promoted by the Scottish brewery BrewDog to denounce the choice of Qatar as the venue for the World Cup.
They call themselves "proud anti-sponsors" of the tournament.
FIFA has a lot of sponsorships with big international brands, so it seemed appropriate to call ourselves their anti-sponsor. The decision to bring the World Cup to Qatar was totally corrupt and it is about time that a brand dared to say so.
How did you come up with this original campaign?
The campaign aims to denounce human rights abuses in the country and raise money for NGOs that work for this cause in Qatar. We knew that it could cause a division of opinions, that we would have criticism, but it seems good to us. If the campaign has even the slightest positive impact on human rights in the country, it will have been worth it.
Despite being critical of the World Cup, you will broadcast it in your bars, isn't that something hypocritical?
Nope! Why should people who love football and good beer miss out on enjoying it together just because FIFA is corrupt? If people want to attack brands, maybe they should focus their attention on others like Adidas, Kia or Visa, which are the official sponsors of FIFA.
If the players were a beer, what would they be?
Leo Messi would be our flagship product, the Punk IPA, the untouchable genius; Zlatan Ibrahimovic, the Elvis Juice, a unique work of art; and Luka Modric, the effortlessly fluid Hazy Jane.
