Heineken: Champions League vs. Classical Concert

Staying innovative and unique isn’t easy in today’s landscape. With so many temptations and so little time it’s crucial to have a message, a one-line, that defines your brand.

Made to Entertain belongs to Heineken, and they decided to challenge the #1 sport in Europe – soccer. In October 21st 2009 Real Madrid was scheduled to play against AC Milan in the Champions League. The folks over at JWT Milan came up with the concept of ‘pulling away’ fans from their passion to a fake classical music concert, at the same day of the match. The ‘pulling’ was done by collaborators, such as college professors, girlfriends, bosses and journalists.

Enough said. Time to watch the concert (originally seen at holes in the net).

Mobile & Media Consultant. I help startup companies launch products to the consumer market. Reach out: dvir.reznik [at] gmail.com



This is my personal blog. The postings here do not represent the thoughts, intentions, plans or strategies of my past employers or of my clients. It is solely my opinion.