Description
A gentle reminder from Ceres and Genoa CFC about England’s 255-year-old debt.
As the story goes, in 1190 England rented Genoa’s flag (St. George’s Cross) to protect its ships, as no one dared to attack the feared Genoese fleet. The Crown paid a fee until 1771, then stopped. 255 years later, Genoa still remembers.
Ceres, a challenger beer brand and Genoa CFC’s sponsor, decided to settle the score by turning the Away Kit, inspired by the St. George’s Cross, into the media for a gentle reminder.
The campaign hit the heart of London during St. George’s Day with ironic OOH, special jerseys, and branded coasters. Through a QR code, we invited locals to finally settle the tab by offering a round of Ceres to the people of Genoa. Meanwhile, we hacked the Serie A match against Pisa, using our sponsor space on Genoa’s jersey to send a direct provocation on national TV: ‘Nice flag England, is that ours?’, generating nationwide TV and press coverage, and winning the hearts of every Genoa CFC fan.
This professional campaign titled 'The Longest Tab in History' was published in Italy and United Kingdom in April, 2026. It was created for the brand: Ceres, by ad agency: We Are Social. This Integrated and OOH Outdoor media campaign is related to the Alcoholic Drinks industry and contains 8 media assets. It was submitted about 1 hour ago by Associate Creative Director: Camillo Addis of We Are Social.
Credits
Agency: We Are Social
Executive Creative Director: Mattia Lacchini
Associate Creative Director: Laura Venuti
Associate Creative Director: Camillo Addis
Senior Copywriter: Giorgio Bottagisio
Mid-Weight Art Director: Emma Bertinotti
Content Creation Lead: Gabriele Tamborrino
Content Manager: Andrea Lavagnini
Content Creator: Giada Suardi
Group Account Director: Matteo Piagno
Account Director: Camilla Beghi
Account Manager: Simone Bernotti
Account Executive: Fabio Corniani
Account Executive: Eleonora Baggioli
Influencer Marketing & Strategy Director: Marta Prosperi
Senior Strategy: Marco Picardi
Head of We Are Social Studios: Sandro Amabili
Production Supervisor: Giulia camera
Production Assistant: Alessia Zuin
Photographer: Andrés Juan Suarez
Assistant Photographer: Giuseppe Scianna
Assistant Photographer: Corrado Sapuppo
Marketing & Trade Marketing Director Royal Unibrew: Roberto Zepponi
Beer Marketing Manager: Silvia Boscaro
Brand Manager: Gabriele Marongiu
Assistant Brand Manager: Veronica Farinazzo
