The Super Bowl isn’t the only centre of attention at the moment. In Europe, Heineken has its eyes on the UEFA, which is entering knockout stages.
The campaign, Cheers To The Real Hardcore Fans, by LePub upends expectations and redefines what it means to be a “real hardcore fan” to make the sport a more positive and welcoming space to enjoy football together. Claiming the hardcore fan badge of honour has for too long been associated with negative behaviour in football.
“There’s a minority of football fans that can soil the game for everyone else, giving ‘hardcore’ fans a bad name,” says Nabil Nasser, global head of Heineken brand. “But those problematic few don’t represent the majority. Our new campaign is a witty twist on the ‘hardcore fan’ stereotype , showing instead what hardcore fandom really looks like, celebrating the diverse group of people who truly live and breathe the sport in a positive and sometimes quirky way.”
At the heart of the campaign is a film created by Australian director, Mark Molloy. It represents the true face of modern football fandom. The comedic and heart-warming film, inspired by real fans, shows the devotion people have to supporting the game.
“Heineken has once again taken a clear creative stance, stepping down from any brand self-celebration, focusing its commitment towards its extraordinary community. The campaign is an ode to realness, playfulness, and irreverent genius, yet an incredible opportunity to differentiate the creative point of view. Football as seen through the lenses of its fans shifts perspective and portrays a compelling and unexpected narrative. Hardcore fans are football’s key element, strong socializers, conversation enablers who honour the game with unconditional love and out-of-the-ordinary rituals and inventiveness,” commented Bruno Bertelli, global CEO of LePub, global CCO of Publicis Worldwide, CCO of Publicis Groupe Italy.
Virgil van Dijk, captain of the Netherlands national men’s team, joins existing ambassador and former Lioness, Jill Scott MBE, former Lioness for the campaign.
“I used to go to The Stadium of Light with my granddad almost every weekend without fail, come rain or shine,” Scott stated, “But when you think about what a hardcore football fan looks like, most people don’t picture a teenage girl. That’s what I love about Heineken’s new campaign. It’s showing you what real football fans look like and playing on people’s expectations of who a real ‘hardcore’ fan is.”
Virgil van Dijk said, “The Real Hardcore fans make me proud and appreciative as a player. I think reclaiming this phrase is important, the historic negative connotations are something we need to remove from the game, no one is born a racist, I think the key things to make change are education and communicating with each other. I hope we can be part of that change, that’s why I’m glad Heineken is challenging the perception of what a real fan is to show there is a place for everyone in the game.”
To emphasise the message of supporting inclusive hardcore fandom, Heineken has set aside seats at the UEFA Champions League Final for a select few real hardcore fans who share their stories. The winners will be provided with a once-in-a-lifetime final weekend experience.
The campaign launched globally with a 90-second TVC, along with key visuals and posts on Heineken and ambassadors’ social media channels.
Credits:
Client Heineken
Head of Global Heineken & Amstel Brands: Nabil Nasser
Global Communication Director: Daniela Iebba
Global Digital Director: Rob van Griensven
Global Communication Managers: Guilherme de Marchi Retz, Lizzy Wakkie – van de Venn, Elena Marcos Izquierdo
Global Digital Manager: Bob van Iersel
Global PR Lead: Jonathan O’Lone
Global Sponsorship Manager: Thomas Mulders
Agency: LePub
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director: Eoin Sherry
Creative Directors: Marie Poumeyrol, Nick Bakshi Associate Creative Directors: Adina Cirstea, Daniele Tesi Global Head of PR & Communication: Isabella Cecconi
PR Manager: Eleonora Botta
Chief Strategy Officer: Sol Ghafoor Groupe Strategy Director: James Moore Director of Comms Planning: Shane Roche
Global Data Strategy Director, Data & Culture Lab: Ilko Petkov Global Client Service Director: Shirine Aoun
Client Service Director: Davide Corti
Group Account Director: Giulia Melegati
Account Supervisor: Marta Dell’Adami Account Executive: Francesca Gatti
Junior Account: Chiara Allievi
Chief Production Officer: Francesca Zazzera TV Producer: Margherita Fonseca
Post Production Producer: Sabrina Sanfratello
Key Visuals & Digital Amplification Creative Directors: Marie Poumeyrol, Nick Bakshi Associate Creative Directors: Adina Cirstea, Daniele Tesi Art Director: Nicolò Pavin
Copywriter: Mattia Pavin
Junior Art Director: Luca Nante
Art Buyers & Producers: Caterina Collesano, Luca Casieri, Cinzia Morandi
Director: Mark Molloy
Production Company: SMUGGLER
UK Managing Director & Executive Producer: Fergus Brown Producer: Gustav Geldenhuys
Production Manager: Sidney Arthur
Line Producer (Local): Mel Charrington Production Manager (Local): Nikki Geater DOP: Mattias Rudh
1st AD: Wendy Alport
Edit House: Work LA
Edit Producer: Ashley Bauchman
Editor Director’s Cut: Stu Reeves
Editor: Fabrizio Squeo
Post Production: Prodigious
Post Production VFX: GABHA Studios
Executive Producer: Dafydd Upsdell
VFX Lead: Christiant Dalberto
Colour Grading: Company 3 London
Colourist: Jean-Clément Soret
Colour Executive Producer: Ellora Soret
Colour Producer: Kerri Aungle
Post Audio: Disc To Disc Productions Milano
Sound Design & Mix: Antonio D’Ambrosio
Audio Producer: Paola Calovi
Music Search & Licensing Director: Stefan van der Wielen
Music Producers: Thomas Harmsen & Niels Docter
