Outdoor advertising is often seen as the “background noise” of city life—billboards and posters that people glance at but rarely remember. But Heineken dared to challenge that assumption with its Out-Of-Home Matches campaign, turning over 3,500 billboards across 13 cities into live screens broadcasting UEFA Women’s Champions League (UWCL) matches. This revolutionary use of outdoor media didn’t just promote a brand—it made women’s football impossible to ignore.

From Static Billboards to Live Sports Arenas on the Streets

Traditionally, out-of-home (OOH) advertising relies on static images and catchy slogans. But Heineken saw an opportunity to break free from the ordinary by:

• Turning high-traffic billboards into giant live screens.
• Broadcasting real-time women’s football matches where people naturally gather.
• Creating an unexpected, captivating spectacle that grabbed attention in the busiest urban areas.
• By blending the immediacy of video with the broad reach of outdoor advertising, Heineken gave city streets the thrill of live sports — no TV or internet required.

Tackling the Gender Gap: A Campaign with Purpose

Women’s football has long been overshadowed in the sports world, struggling for visibility and recognition. Heineken’s campaign confronted this head-on by:

• Putting women’s football front and center on massive public screens.
• Using an innovative format to reach an audience that traditional media had often missed.
• Sparking conversations about gender equality in sports in a way that felt natural and exciting.

This was more than just advertising — it was a cultural moment that elevated women’s football from niche interest to mainstream spectacle.

The Impact: Millions Reached, Millions Inspired

The campaign wasn’t just creative; it was wildly successful:

• Over 25 million people directly experienced the live broadcasts in their cities.
• It generated a staggering R$ 52 million in earned media, showing how much buzz it created organically.
• It proved that combining video with outdoor media can revolutionize audience engagement.

Heineken’s bold approach turned a traditional channel into a powerful platform for change and entertainment.

What Marketers Can Learn from Heineken’s Bold Move

This campaign offers key insights for brands ready to shake up their marketing:

• Innovate with formats: Live video on billboards isn’t just eye-catching—it’s unforgettable.
• Connect with culture: Tie campaigns to popular events and social movements to deepen impact.
• Champion social causes authentically: Real support resonates more than gimmicks.
• Harness earned media: A brilliant idea can turn a campaign into a viral phenomenon.
• Think multi-channel: Integrate OOH with digital and TV for maximum reach.

Final Thoughts: Outdoor Advertising’s Exciting Future

Heineken’s Out-Of-Home Matches campaign shattered the idea that billboards are just passive ads. By transforming them into live entertainment hubs, Heineken didn’t just promote a product — it created a cultural movement, gave women’s football the spotlight it deserves, and redefined what outdoor advertising can be.

For marketers hunting for fresh inspiration, this campaign is proof that creativity and purpose together can transform even the most traditional channels into unforgettable experiences.

Credits
Advertising Agency: LePub
Brand: Heineken
Agency Network: LePub
Holding Company: Publicis Groupe
Media Agency: Jcdecaux
Media Agency: NEOOH

This campaign is about:
Heineken Out-Of-Home Matches Campaign, Outdoor Advertising Innovation, Live Billboard Advertising, Women’s Football Marketing, UEFA Women’s Champions League, Creative OOH Campaign, Gender Gap In Football, OOH Advertising, OOH Campaigns, Sports Marketing Campaign, Innovative Advertising Ideas.

Heineken® launches a new campaign, made for markets opening following the lifting of pandemic restrictions. The campaign entitled, A Lockdown Love Story is a passionate and optimistic short film that looks ahead to all the new experiences and opportunities that will be unlocked as bars reopen. The world eventually emerges from the pandemic.

A Lockdown Love Story is a metaphor based on a globally relevant insight that is particularly pertinent in Asian markets as they emerge from lockdowns; the story focuses on celebrating the potential and excitement that awaits us as bars reopen and people start returning to their vibrant social lives, with all the surprises.

Credits
Advertising Agency: Publicis, Italy
Tags: Beer Ads, Beer Campaign, Alcohol, Alcoholic drink

Credits
Art Director: Rafael Brum
Copywriter: João Quadros
Creative Director: Jeff Zysko

This campaign is about:
Student work, Print Advertising, Best Print Ads, Creative Ads, Mind School, Mask logos, Pandemic, COVID-19, Education, Digital marketing

Bars and restaurants across the world are coming up with creative ways to implement social distancing. Some are trying out giant teddy bears, some mannequins and some plastic shields, but right here in Australia, one beer company has come up with a novel solution: robots.

Dutch beer brand Heineken together with engineering students from Sydney University have opened a pop-up bar in Darlinghurst that’s staffed by two robot arms named Heidi and Ken. The arms will crack you a cold one and send it over via a conveyor belt. Only one person is allowed in the bar at a time, so it’s a completely human contact-free experience.

The beer it’s serving is free, too, but it’s also alcohol-free — which is great if you’re doing Dry July, not so much if you were hoping to get boozed without spending a dime. If you are doing Dry July, we’ve rounded up some of our favourite booze-free beverages over here.

Running from Wednesday, July 15 to Saturday, July 18, the Heineken Zer0.0 Contact Bar coincides with the (relatively recent) launch of the beer brand’s alcohol-free beer: Heineken 0.0. It’s said to have a fruity flavour with malty notes, but to find out for yourself, head over to the robot bar.

Heineken Zer0.0 Contact Bar is open from 11am–6pm daily.

Tags:
Technology, Product Innovation, Beer, COVID-19, Momentum Worldwide, Heineken Zer0.0 Contact Bar

Enjoying an aperitif with some colleagues, eating out at the weekend or heading to a bar on Saturday night?
On these occasions, we’ve all experienced being served the wrong order, at least once.

Sometimes people assume who ordered what, based on labels associated with the drinks, but at Heineken we believe that drinks have no gender, starting with our beer!

The film is a montage of men and women being served the wrong drink, a Heineken® or a cocktail respectively, when in fact they had ordered inversely. As they look around the restaurant or bar with baffled expressions, the bartenders awkwardly realise the mishap, and swap drinks to enjoy their drink of choice.

Maud Meijboom, Heineken Brand Development and Communications Director, said: “The idea for this campaign was inspired by real life experiences that everyone can relate to.

“Breaking down these stereotypes involves acknowledging them and we wanted to do this in an entertaining way through our hero film. We want to remind people around the world that everyone should feel free to enjoy the drink they prefer so we created ‘Cheers to All’.”

We’re curious to know about you. Has this ever happened to you? Comment below!

Credits
Client: Heineken
Campaign: Heineken Cheers to All
Sr. Director Global Heineken Brand: Gianluca Di Tondo
Heineken Brand Development & Communication Director: Maud Meijboom – van Wel
Global Heineken Communication Manager: Jessica Setiawan

Creative Agency: Publicis Italy
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luissandro Del Gobbo
Global Executive Creative Director: Luca Cinquepalmi
Global Executive Creative Director: Marco Venturelli
Associate Creative Director: Francesco Basile
Creative Director: Michele Picci
Copywriter: Claudia Illan
Art Director: Hugo Wahledow
Junior Art Director: Marina Perta
Junior Copywriter: Pam Bianda
Head of Strategy: Bela Ziemann
International Strategic Planner: James Moore
Senior Strategist: Stuart Williams
Data Strategist: Ilko Petkov
Head TV Production: Mariella Maiorano
TV Producer: Arianna Natale
Digital Video Producer: Sanam Bartoletti
Worldwide Account Director: David Pagnoni
International Client Service Director: Eleni Charakleia
International Client Service Director: Patricia Synephias
Digital Account Director: Alexandra Stoica
Digital Account Director: Marion Quesada
Digital Account Supervisor: Côme de Courcelles
Account Executive: Lischa Steiper

Production Company: Iconoclast Paris
Director: MEGAFORCE
DOP: Matias Boucard
Executive Producer: Charlotte Marmion
Line Producer: Lucile Baruchel
Production Designer: Arno Roth
Costume Designer: Elise Bouquet and Reem Kuzayli
Post Producer: John Meunier
Editors: Sophie Fourdrinoy
Post Production Company: MPC
Executive Producer: Dafydd Upsdell
Sound Engineer: Raj Sehgal (Grand Central Recording Studio London)

Digital Production Company: Iconoclast Studio Paris
Director: Jason Yan Francis
DOP: Mélodie Preel
Executive Producer: Manon Leurent
Line Producer: Rémi Farkas
Post producer: John Meunier
Editor: Philippe Roch
Post Production Company: MPC
Executive producer – Dafydd Upsdell
Post Production producer – Christopher Preston Barnes
VFX supervisor- Fraser Cleland
Colourist – Peter Oppersdorf

Heineken Unmissable Moment Case Study

Credits
Brand: Heineken
Campaign: Unmissable Moment
Advertising Agency: G. Conversation, Tel Aviv, Israel
Creative: Yuval Peleg
Senior Planner: Lior Idelson
Account Director: Dor Pinto
Executive Digital Producer: Dudi Landa
Executive Agency Producer: Itai Sinay
Executive Creative Director: Dvir Kalmi
Chief Executive Officer: Or Luboschits

Tags:
Experiential campaign, Israel, Alcoholic Drinks, Heineken, UEFA Champions League, Union of European Football Associations, Pirlo, Del Piero, Beer

The film created by Publicis India, features Rudy Singh, an upcoming comedian who through a standup act, humorously highlights how his father was never happy with his choice of pursuing comedy as a profession and how the communication gap that exists between them never allowed for any conversation to flourish.

Through this social experiment, Heineken continues to push its ‘Open Your World’ philosophy to motivate people to create an open, inclusive world, where everyone can come together despite differences and talk about things with an open mind. The Generations Apart film establishes that no matter how simple it sounds, the choice to make conversations happen, to sit across the table with a couple of beers and the right frame of mind to listen to the other person can open up immense possibilities to change attitudes, rebuild broken relationships and unite strangers.

With consistent communication in all its campaigns, Heineken has done a good job in appealing to the youth of India today, who want to be heard and understood, more than ever.

Would you be comfortable sitting with your dad and chitchatting with him over a couple of beers? If yes, do pass this video to him. Maybe he’ll sponsor your beer this time! If no, still pass it on! There’s never a wrong time to open your world and reduce the generation gap.

Credits:
Advertiser
Vp Of Marketing: Prashant Patwardhan
Global Brand Director: Gianluca Di Tondo
Director Of Communications And Marketing: Anuraag Trikha
Director Of Brand Communications: Daniela Iebba
Chief Marketing Officer: Samar Singh Sheikhawat
Advertiser: Heineken

Creative Agency
Vice President: Theresa Ronnie
Pr: Edelman
Planners: Sudeep Goel & Abhinit Agarwal
Planner: James Moore
Group Account Director: : Siddhartha Rajiv
Global Chief Creative Officer: Bruno Bertelli
General Manager: George Lazar
Executive Creative Director: Cristiana Boccassini
Creative Agency: Publicis (India, Worldwide, Italy)
Creative: Siddharth Joglekar, Priya Gurnani & Reya Regi
Chief Operating Officer: Paritosh Srivastava
Chief Creative Officer: Bobby Pawar, Milos Obradovic, Mihnea Gheorghiu (Global)
Account Executive: Dalila Salhi (Publicis Italy)
Account Director: David Pagnoni (Publicis Italy)

Production Company
Production Company: Early Man Film
Producers: Jignesh Maru, Pooja Talwar
Director: Ayappa Km

This Video is related to:
Stand up Comedy, Stand up Comedian, Rudy Singh, Heineken, beer, best campaigns, social experiment, Generations Apart, Open Your World, Indian Generation, Digital campaign, advertising, The Open Generation, Open Your World campaign, United Breweries Limited

They decided to take music to the world’s biggest stage, Twitter. They created the first festival of sung tweets in history, “Tweet Cover Fest “. A festival in which users could take part by sending a dedicatory to a friend in the form of a tweet; these 140 characters were turned into six second songs, which were then returned to the author and the person that the tweet was dedicated to in real time through a Vine video.

Credits:
Advertising Agency: FCB Spain, Madrid, Spain
Executive Creative Director: Pedro Soler
Creative Directors: Alfredo Vaz, Mauro Rodriguez
Art Directors: Manfred González, Beto Pérez, Vicente Albert
Copywriters: Ana Amador, Olga Viejo
Audiovisual producer: Aurora Montes
Production: Bosalay
Film director: Albert Sala
Sound: The Lobby
Account director: Julia Sanjuan
Account executive: Rosa Martínez
Digital Strategy: Pepe García
Digital Analytics: Courtney Imel
Head of Strategy: Manuel López

Credits:
Campaign: Heineken | The Insider
Advertising Agency: Wieden + Kennedy, Amsterdam, Netherlands
Executive Creative Directors: Mark Bernath, Eric Quennoy
Creative Directors: Thierry Albert, Faustin Claverie
Copywriter: Zoe Hawkins
Art Director: Kia Heinnen
Production Cmpany: MJZ
Director: Dante Ariola
Producer: Natalie Hill
Executive Producer: Debbie Turner
DoP: Philippe Le Sourd

Someone once said, “the only way not to realize a dream is to abandon it.”
Heineken The Dream Island
Dreams are not meant to be remain Dreams.
Don’t let your dreams die.

Credits:
Advertising Agency: Publicis Italia
Creative Directors: Bruno Bertelli, Cristiana Boccassini
Associative Creative Director / Copywriter: Michele Picci
Creative Supervisor / Art Director: Marco Viganò
Copywriter: Daniele Papa
Digital Creative Director: Massimo Guerci
Graphic Designers: Giorgio Luchetti, Santi Urso
Account Director: Giada Salerno
Project Manager: Vittorio Cafiero
Strategic Planner: Bela Ziemann
Agency Producer: Giulia Atzori
Heineken Communication Manager Global Commerce: Dario Gargiulo
House of production: Filmmaster Productions
Director: Cecilia Verheyden
Executive Producer & CEO: Ada Bonvini
Producer: Lilli Auteri
Director’s Producer: Tatiana Pierre
Music: The Prize by audiotheque
Event Management Agency: Venticento
CEO Venticento: Antonio Lazzaro
Marketing & Communications Manager Venticento: Gabriella Lazzaro
Account Manager Edelman London: Emily Favret
Associate Director Edelman London: Danielle Heximer
Global Sr. Account Executive SMG London: Juliette Hoijtink
Global Account Manager SMG London: Renee Lee

Share The Sofa was innovative, a new concept. It was the first ever real-time football show designed for second screen only. The basics of the campaign were this: every week Heineken ran an episode of Share The Sofa, which people could watch on their second screens, and interact with as the game went on. The show was hosted by a variety of football names, including the likes of Ruud Gullit, Ruud van Nistelrooy, Owen Hargreaves, Hernan Crespo and Fernando Morientes. During the show, the hosts commented on the game, made jokes, interacted with fans, and generally entertained, all with Heineken in the background.

What Is Second Screen?

Before you really understand the #ShareTheSofa campaign, you have to understand the concept of the ‘second screen’. Basically, second screen consists of using an additional monitor (most often a smartphone, tablet or phablet) while watching television. The concept means that viewers can use their second screen to interact with what they’re watching, listening to or playing, regardless of whether it’s a video game, movie or television show.

In the case of the Heineken #ShareTheSofa campaign the use of second screen took viewers went from a one-sided viewing experience very much cemented in the analog past, to a multi-dimensional interactive experience that is a part of the digital future.

Brand:Heineken
Campaign: ShareTheSofa
Advertising Agency: Tribal DDB Amsterdam
Source: creativeguerrillamarketing