HEINEKEN
Back to ProjectsAM: Mansi Singh & Kate Law
Copywriter: Matthew Strezos
Art Director: Patrick Romain
The Ask
Create a brand experience for Heineken to make fresh connections, culturally connect across boundaries and borders to make a fresher world and inspire togetherness and joy.
Core Message: Spark new connections. Bring people together!
Insight
Borders don't define nations — shared experiences do. In today's world, communities are not formed by borders or territory, they are created by a web of shared experiences uniting under a cultural umbrella.
The Big Idea
Find Your Home Game
Heineken invites displaced soccer fans — expats, immigrants, students, travelers — to reconnect with their roots and passions by finding their "home game" in a new city.
Strategy
1Get
Soccer fans living away from their hometowns or home countries
2To
Gather at local pubs and venues to watch games and share the spirit of their home teams
3By
Using Heineken as the connector — helping fans "Find Your Home Game" and recreate the familiar joy of watching matches with their community, even from afar.