“Finally together, to be rivals again,” Heineken, the official sponsor for UEFA 2020, recently unveiled a new tongue-in-cheek global campaign ahead of Europe’s biggest sporting spectacle, celebrating the much-awaited return of football’s greatest rivalries.
Conceptualized and created by Eoin Sherry and Maria Carillo- Le Pub (Heineken and Publicis Group’s bespoke agency) “Enjoy the rivalry” global campaign launched on 14th May, begins with a pair of Portugal fans heading to a Spanish pub to enjoy the game.
When it’s pouring outside, a kind-hearted Russian shop assistant offers a pair of Belgian fans an umbrella, a German fan offers to take a group photo for Poland fans, a good roomie keeps a free chilled Heineken brewski in the refrigerator for his pal, and finally, an Italian pizza counter person refuses money from French fans.
This wholesome series of kind-hearted events take a different turn when it becomes evident that the interactions aren’t as good-natures as it seems. The Portuguese fans are redirected to an unknown lane by the Spanish fan, the German fan takes a selfie with the German flag in backdrop instead of the group photo she had offered to take for the huddle of Poland fans, the English roomie lifts the cute sticky note which reads “Enjoy the game pal!” only to find “Scotland” written on the beer bottle and the French fans have to end up eating the free pizza which reads “Forza Italia.”
The 60-second spot, “Finally Together” ends with the Belgian fans leaving the store with the umbrella the shop assistant had offered, the fans are seen walking through the pouring street with an umbrella with the Russian flag on it that reads “Go Russia.”
The spot positively celebrates fans coming back together with Heineken as they gear up for the postponed UEFA Euro 2020 tournament. The film captures the fan spirit of UEFA Euro 2020 through Heineken’s unique tone of voice. The fan experience is greatly enhanced when you watch the footy with rivals. As a part of the “Enjoy the rivalry” campaign, Heineken will also be presenting a “Heineken Star of the Match” award at the end of the tournament.
Le Pub, unveiled by Heineken and Publicis Groupe in October 2020, comprises staff from Publicis Sapient and Publicis Groupe’s Epsilon in a bid to integrate data, brand and creative experience. The Groupe is behind the conceptualization for similar spots like “Perfect Match,” “Never alone” and “We’ll meet again.”
Expressing their excitement ahead of Heineken’s first UEFA EURO 2020 tournament as partner, Hans Erik Tuijt, Global Sponsorship Director at Heineken, said, “we believe that the ‘Enjoy the rivalry’ campaign brings to life relatable situations that rival football fans may experience during the tournament, in a witty Heineken way.”
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