Heineken: The cliche

Credits & Description:

Brand: Heineken
Media: Online
Category: Alcoholic Drinks
Agency: Publicis
Geo: Brazil
Heineken: The cliche
Advertising Agency: Publicis, Brazil
Creative directors: Hugo Rodrigues, Kevin Zung, Alexandre Vilela
Art Directors: Henrique Mattos, Cícero Souza, Guto Kono
Copywriters: Pedro Lazera, Mariana Albuquerque, Samuel Normando
Account management: Danilo Ken, Daniel Batista, Marina Roge
Planners: Eduardo Lorenzi, Alexandra Varassin, Rafael Fiorito, Leonardo Andrade
Social strategist: Tiago Martinez
Media: Gracieli Beraldi, Giuliana Barletta, Nicolas Lana
Production: Tato Bono, Dani Toda
Production Firm: Hungry Man
Film director: Caio Rubini, Fabio Pinheiro
Managing Partner: Alex Mehedff
Executive Producer: Rodrigo Castello, Renata Corrêa
Line Producer: Mariana Marinho
Photograph Director: Felipe Meneghel
Production team: Hungry Man
Post Production Supervisor: Rodrigo Oliveira
Post Productiona: Efecktor
Fitter: Thiago Ceruti
Color Granding: Psycho N'Look
Audio Production firm: Jamute
In Brazil, football is still seen as a guy’s thing only. A sport to be watched alongside guys without any girls to “interfere”.
So how can we change this perception? We gave three guys the perfect excuse to watch the UEFA Champions League Final in a VIP party without being “disturbed” by their girlfriends. In a romantic dinner arranged by Heineken, they received a menu with a special item on it: a ticket for a free SPA, precisely on UEFA Champions League Final weekend. So, they tricked their girlfriends to go there alone.
At the Heineken party, the guys watched a special video from their girlfriends.
There was no SPA. The girls were at San Siro Stadium in Italy to watch the UEFA Champions League Final in person. The video ended with the message: have you ever considered she likes football as much as you do?