Carlsberg – Can Diversity create louder support?

Can Diversity create louder support? That was the question asked by Carlsberg. The mission was to investigate if the supporter culture in Sweden would gain form having a wider mixture of people – gender and voices.  Can diversity make it possible for the cheering section to sound more powerful and for the chants to come across more clearly? The test took place at Friends arena with a 150 supporters, chanting for dear life. The test was finalised and supervised by sound professor Thomas Lagö as well as fotball players Kosovare Asllani and Sebastian Larsson.

The project was a collaboration between FLX, Animal and Carlsberg. You can take part of the result in the films, distributed on carlsbergsverige.se as well as in their digital channels. Probably the best sound test in the world – if you ask us.