Heineken transformed boring office workshops into surprise Champions League watch parties across LatAm, connecting with fans during working hours.
Heineken’s main objective was to strengthen its global sponsorship of the UEFA Champions League by making it relevant and engaging in Latin America, where matches occur during office hours and millions of passionate fans are stuck at work. The challenge was to transform this frustration into a unique brand experience that would generate emotional connection and widespread visibility.
By creating corporate workshops that turned into epic Heineken watch parties, the goal was to:
· Surprise hardcore Champions League fans and reward their passion.
· Reinforce Heineken as the brand that makes any moment feel like Champions.
· Drive massive PR and earned media coverage across the region.
· Achieve high ROI and buzz beyond local borders.
Ultimately, the event aimed to elevate brand love, amplify Heineken’s role as the beer of football, and prove that with Heineken, even office hours can become Champions League time.
The creative concept was built on a powerful cultural insight: in LATAM, UEFA Champions League matches take place during office hours, when fans are trapped in mandatory meetings. Instead of competing with this frustration, Heineken embraced it and turned it into the idea. We designed The Workshop, corporate conferences staged in four different countries across Latam, scheduled exactly at match time. Everything was deliberately boring: endless speeches and awkward dynamics. Just as the whistle was about to blow, the screen glitched and football legend Roberto Carlos appeared, inviting participants to a secret UCL. A hidden watch party was revealed with a giant LED wall and ice-cold Heineken. The innovation lay not only in turning frustration into celebration, but also in orchestrating this transformation in perfect synch across multiple countries. By combining immersive staging, surprise storytelling, and flawless regional coordination,
