Soccer fans in the US are different than the rest of the world. Maybe it’s because soccer isn’t the most popular sport here, or maybe it’s just because Americans are different.
Fact is, it doesn’t matter which side you are on, there’s a bond that unites all soccer fans in the US. You can't see it, but it’s there.
And to celebrate this invisible bond, we created an “invisible” campaign.
But instead of just creating a TV commercial, we used real TV footage. In real games. With real fans. We snuck 137 shirts, strategically placed on soccer broadcasts by Heineken and their production team.
An integrated campaign that started hidden in plain sight on broadcast TV. And that was unveiled on digital.
It’s called “The Invisible Thread”.