Case

Heineken champions fans at UCL final trophy lift

Client
Heineken
Service
Concept, Video, Strategy, Campaign, Design, Social
Date
2024

Heineken® created a way for thousands of ‘real hardcore fans’ to take part in the exclusive UEFA Champions League trophy celebration by including their faces in the official confetti.

Ultimate fan engagement

For the first time in the competition’s history, real fans were part of the official trophy lift. Thousands of supporters were immortalised in the celebration by being included in individual pieces of biodegradable confetti, cascading from the sky, symbolising Heineken®'s commitment to championing fan inclusion.

Social media campaign

Through a social and media CTA campaign, fans of finalists Real Madrid and Borussia Dortmund were asked to upload their celebration picture, which were then printed and prepared to air in Wembley stadium.

Face recognition technology

Using face recognition technology on UEFA pictures, we identified hundreds of fans next to their heroes. The lucky fans received their pictures, showing they are now a real part of UCL history.