Heineken Scherzo Auditorium

Heineken Italy has won a Gold Promo Lion, Gold PR Lion, a Silver Direct Lion and Bronze Direct Lion for the Scherzo Auditorium stunt run in association with the Champions League soccer match between Real Madrid and AC Milan in October 2009. On October 21, 2009, Heineken successfully contracted 50 university professors, 100 girlfriends, bosses and journalists to convince their students, boyfriends, employees and colleagues to attend a concert on the same night as the Champions League soccer match between Real Madrid and AC Milan. The poe try and classical music event, held at Mahler Auditorium in Milan, was attended by 1136 AC Milan fans. Fifteen minutes into the concert, during a string quartet, Heineken broadcast a message on the screen above: “Hard to say no to your boss, isn’t it? To your girlfriend? And to the match? How could you even have thought of missing the big match? Are you still with us? Real Madrid and Milan are now on the pitch. Let’s enjoy the match together. Heineken. Made to entertain.”

Heineken Auditorium campaign

Click on the image below to play the video.

The Scherzo Auditorium stunt was filmed and broadcast to over 1.5 million people on SKY Sport. 10 million saw them on the news the day after. There were over 5 million unique visitors on the Internet in the two weeks after the event. Many fans appreciated the event on blogs, forums and social networks.


The Auditorium stunt was developed at JWT, Milan by executive creative director Pietro Maestri, creative directors Bruno Bertelli and Cristiana Boccassini, copywriter Cristiano Tonnarelli and art director Marco ViganĂ².

Filming was shot by director Fabrizio Squeo.

Music in the documentary is “Chelsea Dagger” by The Fratellis, and “Right Here Right Now” by Fatboy Slim.