45% of football fans admit they’ve stopped watching a match to avoid jinxing the result. Like Marco, a die-hard supporter who believes his team loses whenever he watches live. So for the Champions League Final, Heineken and LePub Milan didn’t just keep him out of Munich, they flew him as far away from it as possible. He ended up in the middle of nowhere, at a remote bar built just for him. He watched the game there, while fans and football icons, including Thiago Alcântara, Jill Scott, and journalist Fabrizio Romano, raised a glass to his sacrifice. Cheers to the Superstitious Fans.
The Unlucky Charm
Agency
Milan
Other projects Heineken®
Tocayos Inc.
Spanish “barrio” bars like Bar Paco, Bar Pepe, and Bar Luis are at the heart of their communities, but can’t match the benefits of franchises. LePub Milan proudly presents Tocayos Inc., where Heineken brings same-name bars together, offering marketing support,…
The Pub That Refused to Die
How far would a village go to save its only pub? LePub Milan and Publicis Dublin proudly present The Pub That Refused to Die: a short documentary that tells the inspiring true story of how 26 locals saved their last…
Fans have more friends
When fans thought they had no one to enjoy their fandom with, LePub Milan and Heineken® said hold my data and reminded them that fans have on average 40% more friends than non fans. In other words: fans have more…
Clinker
What connects people more than music? Clinker. Together with LePub Milan, LePub New York City and LePub Amsterdam, Heineken introduces the first-ever smartband designed to connect fans through their music taste. From now on, a simple cheers is all it…
Could have been a Heineken
Billions of voice notes get sent every year. Not only are they getting longer, they’re also getting in the way of people meeting in person. That’s why LePub Milan and LePub São Paulo, together with Heineken®, decided to turn those…
The Group Chat Bar
Group chats are increasingly where friendships live today. People are now relying on them so much, they’re replacing time spent IRL. A meme here and gif there gives us the illusion of staying in touch, but it can never replace…
Best Served Warm
It’s been the coldest winter in years – and when the temperature drops, so does your social life. That’s why, LePub Milan and LePub London, together with Heineken®, invited people to warm up at the pub, with a cold Heineken®.
Real Friend Necklace
In October, ads for a dystopian, AI-powered wearable device that promises to be your friend took over New York City billboards, sparking all sorts of reactions. As a brand that exists to help people overcome barriers to a more fulfilling…
Rooftop Revival
In Seoul, social life is shrinking. Streets are crowded, and having people over is hardly practical. But even as the city feels like it’s run out of space to socialise, one solution has been hiding in plain sight: rooftops. Unused,…
