Heineken: The Jigsaw
Case Study

Situation

70% of men nowadays watch the UEFA Champions league games by themselves.

Heineken wanted to inspire them to enjoy the match together again.


The Idea

Knowing that football fans will need extra motivation to leave their homes, we created The Jigsaw — an ambient outdoor installation consisting of a screen connected to 80 chairs with motion sensors.


Whenever a seat is taken it turns on the corresponding square of the screen. In order to complete the picture and enjoy the match people had to invite their friends or even random passers-by and fill all seats. 

The Jigsaw
The Jigsaw
The Jigsaw
The Jigsaw
The Jigsaw
The Jigsaw
The Jigsaw
The Jigsaw

Results

The Jigsaw brought together more than 250 football fans

The activation caught the attention of lifestyle media

And was presented on national television, in the studio before the second Champions League semifinal, watched by more than half a million people.

Gold, FARA 2016

One-to-One Communication

Gold, FARA 2016

Ambient

Gold, FARA 2016

Events

Silver, FARA 2016

Product Campaign