Freehouse Football’s Home
Three brands. Three host nations. One shared love of football.
Created for the 2026 World Cup, this evergreen campaign celebrates the culture, energy, and unity of football through Tri Onda, a concept symbolizing the three host nations.
Bringing the vision to life are three distinct characters representing Michelob Ultra, Proline and Jameson: The Player, The Pro, and The Mover. Each embodies a different kind of football fan, from those who live every minute to those who bring everyone together. A playful identity built around the many ways we experience the beautiful game.
Creative Direction, Design, Video, Photography, Social Media
The Player
Some fans watch football. Others live every minute of it. The Player; The fan who lives every match as if they're out there themselves.
That's why they belong at The Ultra's End.
The loudest chants. The biggest moments. For the fans who lose their voice before halftime and celebrate every goal like it's the winner.
The Pro
Every friend group has one. The analyst. The strategist. The one who saw that result coming before kickoff. The Pro: The fan who studies the game, trusts their instincts, and loves every twist of the match.
That's why they belong at PROLINE House.
For those who see the game differently.
Stats, tactics, momentum, they're always one step ahead.
The Mover
Football has always been about more than 90 minutes. It's about the people you watch it with. The Mover: The fan who brings everyone together. The organizer. The storyteller. The one who turns matchday into an occasion.
That's why they belong at the Jameson Clubhouse.
Matchday drinks. Familiar faces. The beautiful game. Because football was meant to be shared.
