Heineken x UCL

2024 Integrated Campaign
Football fan communities are vast and easy to find in Europe. But with a smaller culture here in Canada, real hardcore fans have a difficult time finding their people. Especially when they don’t fit the mold of a ‘stereotypical fan’, as many don’t. As an official partner of UEFA Champions League, Heineken set out to reward overlooked, footy-obsessed-freaks for their dedication. Using language only REAL hardcore fans could speak, we turned campaign comms into football-coded trivia, inviting those who solved it to a secret UCL Finals party.

Case Study

OOH

Using inside references to the UCL’s most exciting moments and unforgettable players, we hid the secret location to the Heineken UCL Finals party in our OOH, wild postings, social and digital ads. Fans who solved it unlocked the address, enjoying the big match with a community of liked-minded real hardcore fans… And even a retired pro UCL footballer.

Art Direction by Andrea Polaskova