Heineken: The Unlucky Charm - Cheers to Superstitious Fans | AgencyFm

The Unlucky Charm

Description

The Unlucky Charm campaign for Heineken was published in Multinational Europe in May 2025, created by ad agency LePub. This Film and Integrated media campaign, related to the Alcoholic Drinks and Sports industries, focuses on fans who avoid watching matches to prevent jinxing results. In collaboration with LePub, Heineken returns with a story of football devotion for the UEFA Champions League Final in Munich on 31st May. The campaign spotlights Marco Simeone, an Inter Milan fan who believes attending matches brings bad luck. To honor his superstition, Heineken sends him to a remote bar in Germany. During the Final, fans can thank him via video calls in Munich. The campaign aims to celebrate superstitious fans and their unique rituals, showcasing Heineken's connection with passionate football enthusiasts globally. Fans are invited to share their superstitions, highlighting how seriously fans take such beliefs. After 30 years of sponsoring the UEFA Champions League, Heineken continues to embrace these quirks that make the game and its fans special. The campaign will feature a hero film, short-form content, and visuals across Heineken’s and ambassadors’ social media channels.

Credits

Client

Heineken

Account Management

Nabil Nasser, Els Dijkhuizen, Yoann Hellot, Larissa Koper, Jonathan O’Lone, Annamaria Fuzy, Thomas Mulders, Joao Pedro Lopes, Friso Postma, Isabella Cecconi, Luca Orioli, Shirine Aoun, Ilaria Castiglioni - Alexis Delwasse, Amira Ramadan, Federica Bussu, Ella Chevaso, Milo Meulenkamp, Suzy Socker, Kate Gard, Freya Lifely, James Foggin, Rebeca Nagy, Sébastien-Nicolas Chiffrin, Tessa Saxon, Sophie Hunter, Yahia Tamer, Carien van Rietschoten, Louis Trott, Sebastiaan Poublon, Jesus Sanz

Creative Director

Jack Thomas, Marie Poumeyrol

Copywriter

Don Drapper, Alessandro Grillini

Agency

LePub

Chief Creative Officer

Bruno Bertelli, Cristiana Boccassini, Mihnea Gheorghiu

Creative

Angela Celano, Matteo Gemelli

Art Director

Madalena Goncalves, Veronica Bottanelli

Strategic Planner

James Moore, Aneta Junkova, Andrea Battista, Alberto Mura, Tumay Mavi, Simon Bielby, Darren McLeod, Cristel van de Ridder, Angelina Natividad, Bhargav Bogadala, Margarita Mavar

Producer

Francesca Zazzera, Nicolò Dragoni, Martina Trozzi, Alessio Zazzera, Giuseppe Ceccarelli, Vic Krens

Campaign Proposition

The campaign by Heineken highlights the brand's commitment to celebrating and supporting the unique superstitions of football fans worldwide. By showcasing the story of Marco Simeone, a devoted Inter Milan supporter who believes his absence brings good luck to his team, Heineken connects with fans on a personal and emotional level. The campaign captures the brand proposition of honoring and embracing the quirky rituals that make football fandom special. Using this insight into the deeply-held superstitions of fans, Heineken crafts a targeted and engaging market strategy to resonate with the intended audience of passionate football supporters.

Creative Device

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. The campaign uses an exemplary story format by showcasing Marco Simeone, a devoted fan who sacrifices attending matches to avoid jinxing his favorite team, Inter Milan. Heineken positions itself as a supportive ally by honoring Marco's superstition and creating a unique experience for him during the UEFA Champions League Final. Through Marco's dedication, the campaign effectively communicates Heineken's connection with passionate football fans worldwide. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques

Competitive Planks

Budweiser – Positioning itself as the "King of Beers" with a focus on American heritage and tradition.

Guinness – Known for its rich history, Irish roots, and iconic advertising campaigns that emphasize storytelling.

Corona – Emphasizes a laid-back, beach lifestyle through its marketing and imagery.