The Challenge
Tennent’s existing platform, Raised in Scotland, anchors the brand deeply in local culture and heritage. Scotland’s return to the World Cup after nearly three decades wasn't just another calendar event. It was a deeply emotional moment 28 years in the making. The challenge for Tennent’s was to adapt the platform to capture a feeling far deeper than generic celebration without manufacturing false optimism.
The Leithal Thinking
Rather than focusing purely on hype, the strategy tapped into the lived experience of supporters who carried hope through decades of heartbreak. Time to Dream evolved the brand platform into a narrative of enduring belief. Centred on a hero film shifting seamlessly from 1998 to the present day in a Glasgow pub, the creative grounded the brand in the authentic hub of Scottish football culture.
Supported by an integrated ecosystem - from airport executions for traveling fans and scenario-planned edits to a limited-edition retro shirt to social media to TV - the campaign positioned Tennent’s directly at the heart of the national viewing ritual, honouring the emotional reality of Scottish fans everywhere.
