So when Carlsberg asked us to create a giveaway for two tickets to a Liverpool Premier League game, we wanted to make sure a true Reds supporter would get to the stadium.

Real fans can be recognized by the crest on their chest and the kit they wear. Carlsberg-sponsored Liverpool jerseys are among the most iconic and coveted in football. Owning one is a sign of devotion to the club’s historic past and its legendary players.

We trained a custom-built AI recognition system, powered by a multimodal machine learning model, to identify the Carlsberg logo and the Liverpool crest and we launched:

Probably the Most Iconic Kit

A website turning real fan t-shirts into matchday tickets. The system was specifically trained to handle the reality of how fans wear shirts — not pristine product images, but faded, creased, well-loved jerseys photographed in imperfect conditions.

Low-quality phone cameras, awkward angles, bad lighting. The system was designed to see what a fan would see. It runs seamlessly on both mobile and desktop. One snap and you're into the draw for the tickets.

Instead of relying on transactional mechanics, the activation made the most of decades of brand presence already living in fans’ wardrobes.