Heineken Rugby Delayed Reaction

Heineken, one of the global sponsors of the 2019 Rugby World Cup, is running “Delayed Reaction”, a global advertisement inviting all viewers to watch and celebrate the games being held in Japan. Young men, watching the game live in Japan, in outdoor and indoor broadcast locations, take their cues from those around them to join the spectator elation. Non-fans are often turned off by rugby – it looks too complicated to be enjoyed. Heineken’s fresh perspective is that the rugby fans are so inclusive, everyone can have fun watching a match – whether you’re a hardcore fan or a newbie. Everyone can become a fan, even if they don’t know all the rules.

Heineken Rugby World Cup Delayed Reaction commercial

Bruno Bertelli, Global CCO of Publicis Worldwide says “We wanted to tap into a fanship moment and make it bigger. Invite everyone to watch the Cup not just the fans, because we know during RWC the enjoyment comes from sharing a game and a beer as much as from what happens on the field. For us it was important to make RWC accessible to a wider audience with our first Heineken Global Rugby sponsorship TVC.”

Heineken Rugby World Cup Delayed Reaction commercial
Heineken Rugby World Cup Delayed Reaction commercial

Rugby World Cup Delayed Reaction Credits

The Delay campaign was developed at Publicis Italy by global chief creative officer Bruno Bertelli, chief creative officer Cristiana Boccassini, global executive creative directors Luca Cinquepalmi and Marco Venturelli, art director Hugo Wahledow, copywriter Claudia Illan, head of strategy Bela Ziemann, international strategic planner James Moore, head of TV production Mariella Maiorano, agency producer Viviana Biondolillo, post producer Sabrina Sanfratello, worldwide account director David Pagnoni, international client service directors Davide Gonzato and Eleni Charakleia, account director Tommy Cottam, global account director Alexandra Stoica, account supervisor Barbara Ruscio Levi, global account manager Derek Müller, account executive Lischa Steiper, working with Heineken senior director global Heineken® brand Gianluca Di Tondo, global integrated communication and innovation manager Els Dijkhuizen, global communication manger Javier Galindo Jimenez, and global sponsorship manager Ben Blanco.

Filming was shot by Megaforce via Iconoclast Paris with director of photography Lasse Frank, executive producer Charlotte Marmion, line producer Guillaume Lefrancois, production coordinator Emma Palatin, production designer Marco Puig, costume designer Mimi Lempicka, casting director Emma Skowronek.

Editor was Adriana Legay.

Post production was done at The Mill, London, with executive producer Misha Stanford-Harris.

Sound was designed at Grand Central London by sound engineer Raj Sehgal.

Digital work was done at Poke London by group creative director Colin Byrne, creative director Tim Wild, strategic planner Sol Ghafoor, senior producer Anthony Fernandez, producer Suzanne Schurgers, business director Juyong Kim, account director Alex Augustyn.

Digital production was by Iconoclast Paris, with director Jason Yan Francis, director of photography Oriol Barcelona, producer Manon Leurent, line producer Benjamin Zorilla, 1st director assistant Gaetan Hamon.