Heineken is one of the sponsors of what is being billed as the largest soccer event after the World Cup: the Union of European Football Associations (UEFA) Champions League, a club team tournament that kicked off last month. "This campaign is designed to promote the UEFA and to pique global interest in soccer as the sport that ties the world together," according to agency StrawberryFrog. Hence scenes in which the rabid soccer fan will discern a "pitch," as they like to call it in Europe, just about everywhere. In some of the ads (see AdCritic.com) it's a real stretch to find the field, at least for soccer non-fans. Does this really work for soccer fanatics? "Yes," insists ECD Kevin McKeon. But the ads are most definitely intended to be "subtle, as we want people to be drawn in," he says. "We want them to feel that they, as true soccer-football-fans at the top of their game, see something in everyday life that not everyone else necessarily sees. We wanted that kind of authenticity. We showed the work to some real football zealots in Europe, and they all got it."
Client: Heineken Agency: StrawberryFrog, Amsterdam ECD: Kevin McKeon CW: Roger Hoard AD: Corinna Falusi Photographer: David Harriman