Brief - AIK Fotboll and BenQ developed 'The Digital Locker Room' handbook to combat online bullying. create a campaign that organically generates awareness and spreads the message. Target audience: Football-interested adults.

Solution - Football supporters are presented with a thought-provoking experience as they order a beer and raise their glasses for a sip. Coasters placed in front of them unveil real threats from the social media accounts of AIK Football's youth team players. This urges passionate football supporters to confront the harsh realities faced by their own children and the young members of the AIK family.