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Heineken and Publicis revealed a new direction for the brand's sponsorship in football, making its entire football campaign across both the men's and women's game about tackling gender bias affecting both players and fans of the sport. With two-thirds of women in football having experienced gender discrimination, Heineken is on a mission to evolve its sponsorships in the sport to address the uneven playing field when it comes to gender by highlighting some of the ways that women are unfairly treated. Heineken's first move in correcting the gender bias is to address inaccurate statistics present across the internet that are often the source of the prejudice. In a forward-thinking move that challenges the algorithms and search mechanics of key websites, Heineken is today unveiling Fresher Football – a new webpage in partnership with GOAL that provides correct responses to the most popular questions asked online about the UEFA Champions League, where answers tend to overlook key data around the women’s game. The aim of Fresher Football is to encourage search engines and fan sites to recognise, amend and their current information to the accurate answers, regardless of gender. To achieve this Heineken is committing to intercepting online searches, buying key AdWords around popular football questions, and correcting the current answers with accurate statistics based on the men’s and women’s game, allowing female achievements in football to be celebrated and not forgotten. To further support its mission in tackling inclusivity in football, Heineken® have created a new TVC and Digital campaign, entitled Cheers to All Fans, Men Included, highlighting the misconception that you must be a man to be a football fan. From sneaking to the bathroom during a date and checking the score, to screaming loudly with their friends in the living room, Cheers to All Fans, Men Included features men and women fans throughout, rewriting the stereotype and showing the reality that gender doesn’t dictate someone’s passion for football. In addition to the above acts and ads, Heineken® will be partnering with its first women football ambassador with its partnership with English football legend and broadcaster, Alex Scott. Scott, who was a part of Arsenal’s 2007 UEFA Women’s Cup winning team, will feature within Heineken®’s marketing collateral alongside current brand ambassador, Thierry Henry to promote the importance of equality within the sport.
Credits
Other credits
HEINEKEN
Sr. Director Global Heineken® Brand: Bram Westenbrink
Heineken® Global Communication Director: Daniela Iebba
Heineken® Global Communications Manager: Guilherme De Marchi Retz
Heineken® Global Digital Director: Rob van Griensven
Heineken® Global Digital Manager: Laurens Griep
Heineken® Global PR Lead: Jonathan O’Lone
Heineken® Global Football Sponsorship Lead - Football: Benjamin Blanco
Heineken® Global Football Sponsorship Manager - Football: Thomas Mulders
Agency
Art Director Supervisor: Marie Poumeyrol
Global Chief Strategy Officer: Bela Ziemann
Strategy Director: James Moore
Global Data Strategist: Ilko Petkov
Global Strategy Director: Daniel Vargas Gomez
Global Ethnography Manager: Mina Baginova
Chief Creation Officer: Francesca Zazzera
Digital Producer: Florin Marica
Le Pub Ams GM: Eleni Charakleia
Global Client Service Director: Paola Natellis
Group Account Director: Luigi Palma
Account Supervisor: Martina Colombo
Account Executive: Tinatin Prangishvili
TV & Digital Production
Good People Films
Head of Production: Sarah Touma
Digital Producer: EugenIa Papapanou
Digital Director: Thanos Mitsios
Digital DOP: Evangelos Polychronopoulos
Main Content Editor: Neda Zag / Enrico Munarini
BB Offline editor: Tommaso Bianchi
Digital Offline Editor: Andrea Besana
Post Production Company: Framestore
Executive Producer: Helen Hughes
Producer: Jake Saunders
Production Coordinator: Poppy Chadwick
VFX Shoot Supervisor: Nick Pittas
VFX Lead: Judy Roberts
VFX Artist: Edwin So
VFX Artist: Eileen Chan
VFX Artist: Jason Farrow
Digital Post Production Company: Prodigious
Head of Post Production: Alfredo Beretta
Tv Post Producer: Alina Chaplygina
Online: Franco Tonnarelli, Sandro Iurini
Vfx Lead: Adolfo Navire
Rotoscoping: Stefano Moretto
Rerecording Supervision: Treble Rebel - Nitzan Hoffman
Music Licensing: Massive Music- Dolf Bekker
Colour - Company3
Colourist - Simon Bourne
Audio Post Production - String and Tins Sound Design and Mix - Lawrence Kendrick, Jim Stewart, Joe Wilkinson Audio Producer - Alina Miroshnichenko
Sound Studio for Digital: Top Digital
Sound Engineer for Digital: Roberto Serra
Audio Producer for Digital: Sandra Caccia
Key Visuals Football Awareness:
Art Buyer: Veronica Bottanelli
Photographer: James Marcus Haney
Production Company : Sfera Production Agency Milano
Retoucher: Beppe Volpini
Key Visual and animation Stadium OOH
Art Buyer: Veronica Bottanelli
Photographer/studio 3dArtist : Platinum FMD
Production Company: Sfera Production Agency Milano
Media
Media company: Dentsu Red Star
Global Strategy Partner: Richard Wright
Global Client Lead: Kate Hinz
Global Digital Director: Ricardo Lopes
Media company: Dentsu Red Star
Global Strategy Partner: Richard Wright
Global Client Lead: Kate Hinz
Global Digital Director: Ricardo Lopes
Reels
Boomerang. Part of Publicis Groupe
Creative Director: Tanya Ponomareva
Associate Creative Director: Gerard Joosten
Creative: Jasmin Stephenson
Editor: Gerard Milling
Editor: Shebanjah Klaasen
Post Producer: Lina Joukhadar
Digital Producer: Vic Krens
Digital Producer: Anna Potashkina
Project Manager: Lea Degove
Account Director: Charlotte Grotenhuis
FRESHER FOOTBALL
PUBLICIS ITALY/LE PUB
Production
Production Company: The Sweetshop
Production Manager: Heeva Hamed
Production Assistant: David Maart
Production Assistant: Jordan B Maxwell
Editor: Ben Canny (Whitehouse Post)/ Stuart Greenwald
Editor Social Assets: Matteo Marzano
Post Production Company: Prodigious
Color Grading: Luca Parma
Audio Post Production - Screenplay
Media
Fresher Football Hub
Company: Goal
Client Director: Ginnie Dobson
Account Director: Michael Brownrigg
Strategist: Miles Chambers
Sport Sponsorship and Entertainment PR
Company: M&C Saatchi Sport & Entertainment
Ross Watson: Director
Laura McDonnell: Senior Account Director
Kingsley Dare: Account Executive
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