Heineken UEFA Champions League

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Brief in brief:

Brief in brief:

Create exciting new packaging and a visual identity system (BTL/OOH/Digital etc.) for Heineken celebrating the brand’s sponsorship of the 2015 UEFA Champions League, placing Heineken at the very heart of the UCL viewing ritual. The new designs must reflect the core theme from Heineken’s television commercial – ‘Champion the Match’, where the central figure creates the perfect match-viewing scenario for him and his shipmates.

Our thinking and doing:

More typically on design projects you’re dealing with one central brand identity. However in this case we needed to create a strong campaign combining two hugely well known brands in a new and celebratory way - all while being sure to adhere to existing Heineken and UCL brand guidelines, standards and requirements.

On the primary packs we utilised Heineken’s famous red star as a device to create an iconic connection between the two brands. The bottle has a premium look and feel with the UCL trophy featured in silver foil and the can featuring the UCL starball to enhance the new design.

The secondary packaging is directly inspired by the Heineken UCL ‘Champion the Match’ television commercial, set aboard a freight ship where the main character pulls on all his resources and utilises contents from shipping crates to provide his fellow companions with the best experience to enjoy watching the football match. The shipping crate theme is translated on the pack– so consumers can ‘open a door of the crate to join in the iconic world of UEFA Champions League football.'