Heineken has launched “Road to The Final”, a global advertising campaign demonstrating how, with imagination and resourcefulness, one man is able to witness club football’s most prestigious event, the UEFA Champions League Final. The narrative follows a football fan in a nail-biting race against the clock to get from the depths of the Amazon to the Final in London in just 48 hours. Along the journey, he uses a combination of resourcefulness, imagination and inventiveness to charm his way into the good graces of a variety of eccentric characters. They, in turn, help him stay on the move and make it to his Champions League pitch-side seat with mere seconds to spare.
This year’s Road to the Final campaign also includes a Ping Ball game and social media challenges.
The Final ad was developed at Wieden+Kennedy Amsterdam by executive creative directors Mark Bernath and Eric Quennoy, art director Craig Williams, copywriter Zach Watkins, head of production Erik Verheijen, agency producer Jaime Tan, associate post producer Javier Perroud, planner Nick Docherty, connections planner Richard Oldfield, group account director Jordi Pont, account director Clare Pickens, account manager Jorge Fesser, art buyer Andrew Koningen, project manager Jackie Barbour, business affairs director Michael Graves.
Editing was done at Marshall Street Editors.