Year:
2024
Type:
Integrated Campaign, Film
Who said hardcore football fans are only loud, chant-singing diehards? Heineken changes that narrative by celebrating fans who show their passion in unexpected ways, proving true devotion comes in many forms.
TVC
Heineken’s "True Hardcore Fans" campaign redefined the very idea of what it means to be a hardcore football fan. Instead of focusing solely on the loudest chants or the most visible fans at the stadium, the campaign celebrated the many fans who express their passion in unexpected ways.
Through research and social media listening, Heineken uncovered surprising and inspiring stories of true football fans—like the Asian girl watching matches across time zones, the priest who included Lukaku in his prayers despite his transfer, and the anonymous Brazilian fan who left his estate to Neymar.
OOH
DIGITAL
But the campaign didn’t stop there. It became a platform for Heineken to tailor activations in different markets, creating unique experiences that tapped into the specific habits and passions of football fans in those regions. Whether it was acknowledging fans who support their teams in unconventional ways or highlighting the lesser-known rituals that fans live by, Heineken made a conscious effort to connect with all kinds of hardcore football supporters.
Since the campaign’s launch, Heineken has continued to scout for real fan stories, shining a light on those whose passion for the game might not always be as loud or obvious. This ongoing effort has helped reshape the definition of what it means to be a hardcore fan, embracing the diverse ways people show their love for football. The campaign reached 650M people globally, sparked over 33K engagements, and created a lasting impact on how the world sees true football fans.
Credits
Director
:
Mark Molloy
Photographer
:
Rodrigo Maltchique
