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The latest Kronenbourg 1664 campaign sees Eric Cantona embody a life-size scarecrow who will stop at nothing to guard the hops from pests.

The former footballer returns to Alsace, France, the birthplace of the beer, where his various escapades bring to life the region’s eccentricities and demonstrate his dedication to the brand. The social campaign will run on Facebook, YouTube and a branded Amazon landing page. It was created by Liam Butler, Mark Harrison, Philip Sinclair and Emma Penz, and directed by Neil Harris through Smuggler.