IRN-BRU tasked me to come up with a campaign that would gain popularity from the Football Worldcup whilst not having to actually sponsor the event. This delighted the client but for legal reasons never saw the light of day.
In order to do this I created a tongue 'n cheek campaign using the popular Scottish word for an infant 'wean' pronounced 'wayne' and the well-known footballer Wayne Rooney. This not only appealed to the Scottish pride felt for this beverage but also to it's naughty nature and tone.
Our finger-puppet child was the perfect tool for quick reaction advertising as UEFA events unfolded. A live feed would allow fans to watch the wean, speak directly to him and win prizes for doing so. Sadly our lawyers strongly advised this never left agency walls as we would be sued more than the beverage company was worth.