Heineken has unveiled the latest installment of its ‘Road to the Final’ campaign, showing how imaginative and resourceful fans could get themselves to the UEFA Champions League final.
The ad, by Wieden + Kennedy Amsterdam, is premiering around the world today.
The spot features one lucky fan who receives a ticket to the big game, but he’s on the other side of the world and faces a race against the clock to get to the match.
Throughout the ‘Road to the Final’ campaign, Heineken is encouraging fans to engage with the brand through on-pack activities, in-bar and social media challenges with big prizes.
As the campaign draws towards an end, Heineken will be rewarding fans for displaying inspiring and imaginative behaviour by offering tickets to the UEFA Champions League final in London’s Wembley and to the Star Final VIP viewing event in Ibiza.
Hans Erik Tuijt, Heineken’s global activation director, said: “We are delighted to launch the next stage of the ‘Road to the Final’ campaign with this new TVC. UEFA Champions League fans who enjoy our brand are intelligent, quick witted and worldly people so we have crafted a campaign that they will enjoy being part of."
Agency: Wieden + Kennedy Amsterdam; director: Frederik Bond; Facebook pinball game: Tribal DDB