After over 25 years, the Scotland men’s national team finally qualified for an overseas international tournament. With an estimated 200,000 Tartan Army fans descending on Germany by hook or by crook, we needed something to capture the giddy excitement of this generation of fans experiencing their first tournament trip.

With countless other brands limbering up for the Euros, it would take a fresh approach to help Tennent’s stand out and get talked about.

Something that would connect with their core drinkers while enthusing a new, younger generation of fans who instinctively skip and block advertising.


As Scotland’s original supporter for over 50 years of highs and lows, Tennent’s has earned a license to do Something more interesting than a traditional ‘ad’. So that’s exactly what we did.

“Get to Germany” is a 5-part entertainment series following a race between Scotland fans in a winner-takes-all challenge. Hosted natively on YouTube, it’s a longer-form, immersive, and fun series that sets out to create culture and earn attention instead of disrupting it.

With money-can’t-buy prizes at stake, it’s a bit fact-ent, it’s a bit gameshow, it’s a bit different, and it’s a way for Tennent’s to showcase their personality and celebrate the dedication of Scotland fans.