It’s mid-afternoon on a work day in Peru, Ecuador, Paraguay, and Panama. Meanwhile, in Europe, the UEFA Champions League semi-final is about to begin. Numbers of Latin American employees who had planned to watch the match surreptiously at the office received a nasty surprise. Their bosses had called a team-building workshop.
The Dream Team Workshops were organised by Red Door Agency and Atlantic New York for Heineken. The partners set up hellish work meetings – lanyards, jargon-filled presentations, and awkward icebreakers hosted in hotel ballrooms. The employees had no choice but to attend.
But they were stunts, part of Heineken’s Cheers to the Real Hardcore fans platform. As the workshops began, they turned into Heineken viewing bars, complete with cold beers, merch, influencers, and a front-row seat to the semis. Champions League legend, Roberto Carlos, even made a surprise video cameo to kick off the parties.
