Part of “Cheers to the Superstitious Fans” platform, the new Heineken campaign, ideated by creative agency LePub, celebrates the wildest, most original superstitions that make football fans truly hardcore.
Half of football fans have matchday rituals – and nearly as many (46%) believe their superstitions can influence the score. So, the brand kicked off a global social-media recruitment featuring Heineken ambassadors and football legends Virgil van Dijk and Jill Scott MBE, calling on women’s football fans to share their most devoted match-day rituals ahead of the UEFA Women’s Champions League Final in Lisbon on May 24.
The search uncovered two die-hard supporters who always swing by the same “lucky pub” in North London before heading to the stadium.
For years, London-based Amelie Margaret Kirk and Sophie Hurst have watched every match from the same corner of The Twelve Pins bar ahead of each their team’s match–pints in hand, seats unchanged.
Therefore, when their team reached the Final, Heineken and LePub made sure to keep their lucky ritual alive in Lisbon too. They disassembled the pub and loaded it onto a truck for the most epic of deliveries: their beloved pub in Lisbon, ready for the two fans to keep the superstition going before the big match, just steps from the L’Estádio José Alvalade.
Every detail–from the lighting to the layout, right down to the last beermat–was recreated to reflect Amelie and Sophie’s matchday tradition: meeting at The Twelve Pins, sitting in the same corner on the same stool, ordering the same beer, before heading to the stadium. It feels exactly like their matchday local, yet it’s parked in Lisbon, Portugal, in honor of the UEFA Women’s Champions League Final. Thanks to Heineken®, the fans get the best of both worlds: a front-row seat to history, with their lucky pub and ritual right there with them.
This film–directed by Tommaso Bianchi via Prodigious Production for LePub–chronicles the “Pub Delivery” starting in London and ending up in Lisbon.
Bruno Bertelli, global CEO of LePub, and CCO LePub Worldwide, said, “With ‘Pub Delivery,’ we didn’t build a campaign but a moving love letter to fandom, turning a simple superstition into an epic story. Creativity at its best transforms insights into emotions, and this idea spins around the simple concept of how powerful and beautifully irrational the love for football can be.”
