Heineken’s latest campaign, which builds on the popular “Fresher Football” platform and aims to make football more inclusive, begins with the UEFA knockout stages.
Through its objective to change football into a more pleasant and inviting environment where individuals can enjoy playing together, the brand has attempted to level the playing field.
This new campaign tries to redefine what it genuinely means to be a die-hard fan, reclaiming a badge of distinction that has long been associated with negative behaviour in football.
Heineken honors the modern Face of Football fandom with Liverpool star Virgil Van Dijk and Jill Scott MBE
According to Nabil Nasser, global president of Heineken Brand, “There’s a minority of football supporters that can spoil the game for everyone else, giving “hardcore” fans a bad name. However, the problematic few do not reflect the majority. Our most recent campaign puts a clever spin on the cliche of the “hardcore fan,” demonstrating what hardcore fandom actually looks like and honouring the diverse variety of people who genuinely love the sport in an offbeat, positive way.
Heineken honors the modern Face of Football fandom with Liverpool star Virgil Van Dijk and Jill Scott MBE
The film, directed by an Australian named Mark Molloy, is the highlight of the advertising. It captures the true essence of modern football fans. The pleasant and amusing film, inspired by genuine fans, shows how dedicated people are to their own sports.
Heineken honors the modern Face of Football fandom with Liverpool star Virgil Van Dijk and Jill Scott MBE
“Heineken has once again demonstrated a strong creative position by prioritising its remarkable community and rejecting any self-celebration associated with the brand.” The campaign celebrates humour, reality, and irreverent inventiveness, but it also provides an excellent opportunity to distinguish the creative viewpoint. Football, seen through the perspective of its followers, tells an exciting and unexpected story that challenges perceptions. According to Bruno Bertelli, global CEO of Le pub, global CCO of Publicis Worldwide, and CCO of Publicis Groupe Italy, hardcore football fans are essential to the game because they are excellent conversation starters and powerful socializers who honour it with unconventional traditions, inventiveness, and unwavering love.
Heineken honors the modern Face of Football fandom with Liverpool star Virgil Van Dijk and Jill Scott MBE
The current ambassador, Jill Scott MBE, a former Lioness, and Virgil van Dijk, captain of the Netherlands men’s national team, have collaborated on the next chapter of Heineken’s campaign promoting football diversity.
Heineken honors the modern Face of Football fandom with Liverpool star Virgil Van Dijk and Jill Scott MBE
