Heineken - Women’s Football
This was a social-first experiment with the reveal happening LIVE on social media and TV at the same time.
We built a device powered by AI called H*AI that knew everything about football, all football. Men and women’s. So when influencers and legends like Thierry Henry would chat to it and asked questions, we all expected the male version of the answer and got surprised with the stats and answers that take into account women’s football.
But the bigger reveal, there was never a device! It was actual women fans answering in real time.
Role:
Creative consultancy / Creative market adaptations / Scripts and case study writer and creative
We worked a lot on reactive posts from the live reveal and during matches we had to answer people asking questions to “the AI” in real time. Working with influencers, sports journalists and celebrities.
THE OG IDEA
The original idea for women's football and UCL promo based on Heineken's sponsorship of the competition, came from Perú. Part of my role at Le Pub was as consultant on the International Division where we would help agencies within Publicis Groupe that had to work with Heineken. It’s a particular brand with a specific ToV which is hard to get so we would help out bring their ideas into the HNK world. This one in particular had me more involved, helping shape the campaign, writing some scripts and the case study.
Later, as you see above, I had to do the same when the ideas was replicated and adapted to the Asian market by our sister agency BBH Singapore.