Fever Pitch
A customised Heineken social media campaign for the EUFA Champions League.
In 2019, INDG was commissioned by Heineken to create a series of modular adverts via events agency Boomerang and programmatic ad server Storytec. In the build-up to the round of 16 matches for the EUFA Champions League, the brewer requested a series of match day reminders to generate interest in the brand on social media. Constantly on the lookout for ways to reinforce their association with Europe’s most prestigious football tournament, Heineken wanted something special.
The concept was simple. Visually ground the iconic label with the feel of a pre match stadium atmosphere. The camera would start on a packshot of the bottle and dive inwards to reveal the football pitch as a stadium builds up around the viewer.
The challenge was to do so not as a single reveal but an array of videos — each customised to a separate locale, match and promoted product. As an example, early morning markets in Asia were served the Heineken's 0% alcohol offering while European evening markets received the flagship brand flanked by relevant match info and corresponding team colours. The result was over a hundred unique spots, each customised to a viewer’s feed.