From Wieden + Kennedy Amsterdam comes a series of rousing yet lighthearted spots for Heineken, highlighting its sponsorship of the Rugby World Cup 2011, set to take place in New Zealand this Fall.

The spots tell the story of 'The Code', highlighting a set of rules by which all fans and players live by - such as badly sung rugby songs ('you will respect a man's anthem, even when he murders it'.) They also include archived match footage, and accompanying print ads highlight the rules of the code in retro fashion, inspired by traditional match programs.