Cheers to the Real Hardcore Fans

Agency: LePub


Heineken® is kicking off the UEFA knockout stages with its new campaign, building on the established ‘Fresher Football’ platform that aims to make football more inclusive.

The brand has been working to level the playing field by campaigning to make the sport a more positive and welcoming space to enjoy football together. This new campaign has set its sights on refreshing what it really means to be a hardcore fan, reclaiming this badge of honour that has for too long been associated with negative behaviour in football.

At the heart of the campaign is a film created by Australian director Mark Molloy. It represents the true face of modern football fandom. The comedic and heartwarming film, inspired by real fans, shows the devotion people have to supporting the beautiful game.

Heineken® has once again taken a clear creative stance, stepping down from any brand self-celebration, focusing its commitment towards its extraordinary community. The campaign is an ode to realness, playfulness, and irreverent genius, yet an incredible opportunity to differentiate the creative point of view. Football as seen through the lenses of its fans shifts perspective and portrays a compelling and unexpected narrative.

Virgil van Dijk, captain of the Netherlands national men’s team, alongside existing ambassador Jill Scott MBE, former Lioness, have joined forces on this next chapter in Heineken®’s drive for inclusivity in football.

To emphasize the message of supporting inclusive hardcore fandom, Heineken® has set aside seats at the UEFA Champions League Final for a select few real hardcore fans that share their stories with us. The winners will be provided with a once-in-a-lifetime final weekend experience. To learn more about the competition and to get involved, visit:

The campaign will be launched globally with a 90” seconds TVC, along with key visuals and video-pills published on Heineken and ambassadors’ social media channels.

This professional campaign titled 'Cheers to the Real Hardcore Fans' was published in France, Germany, and United Kingdom in February, 2024. It was created for the brand: Heineken, by ad agency: LePub. This Integrated medium campaign is related to the Alcoholic Drinks and Sports industries and contains 1 media asset. It was submitted 12 days ago.



Head of Global Heineken® and Amstel Brands: Nabil Nasser
Heineken® Global Communication Director: Daniela Iebba
Heineken® Global Digital Director: Rob van Griensven
Heineken® Global Communication Manager: Guilherme de Marchi Retz
Heineken® Global Communication Manager: Lizzy Wakkie - van de Venn
Heineken® Global Digital Manager: Bob van Iersel
Heineken® Global Communication Manager: Elena Marcos Izquierdo
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Global Sponsorship Manager: Thomas Mulders


TVC Film:

Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director: Eoin Sherry
Creative Directors: Marie Poumeyrol, Nick Bakshi
Associate Creative Directors: Adina Cirstea, Daniele Tesi
Global Head of PR & Communication: Isabella Cecconi
PR Manager: Eleonora Botta
Chief Strategy Officer: Sol Ghafoor
Groupe Strategy Director: James Moore
Director of Comms Planning: Shane Roche
Global Data Strategy Director, Data & Culture Lab: Ilko Petkov
Global Client Service Director: Shirine Aoun
Client Service Director: Davide Corti
Group Account Director: Giulia Melegati
Account Supervisor: Marta Dell’Adami
Account Executive: Francesca Gatti
Junior Account: Chiara Allievi
Chief Production Officer: Francesca Zazzera
TV Producer: Margherita Fonseca
Post Production Producer: Sabrina Sanfratello

Key Visuals and Digital Amplification:

Creative Directors: Marie Poumeyrol, Nick Bakshi
Associate Creative Directors: Adina Cirstea, Daniele Tesi
Art Director: Nicolò Pavin
Copywriter: Mattia Pavin
Junior Art Director: Luca Nante
Art Buyer and Producer: Caterina Collesano, Luca Casieri, Cinzia Morandi


Director: Mark Molloy
Production Company: SMUGGLER
UK Managing Director / EP: Fergus Brown
Producer: Gustav Geldenhuys
Production Manager: Sidney Arthur
Line Producer (Local): Mel Charrington
Production Manager (Local): Nikki Geater
DOP: Mattias Rudh
1st AD: Wendy Alport
Production Designer: Mike Berg
Stylist: Richard De Jager
Casting Director UK: Ali Fearnley
Casting Director CPT: Benedicte Roumega
VFX Supervisor: Simon Brown
Edit House: Work LA
Edit Producer: Ashley Bauchman


Editor Dir Cut: Stu Reeves
Editor: Fabrizio Squeo
Post Production: Prodigious
Post Production VFX: GABHA Studios
Executive Producer: Dafydd Upsdell
VFX Lead: Christiant Dalberto
2D team: Vadim, Davidoff, Svilen Aynadzhiev, Zsolt Sebok, Doru Ondun, Anselm Lier
Lead CG Asset & Lighting Artist: Alyvdas Jatkialo
Lighting Artist: Andy Antoniou
VFX Shoot Supervisor: Simon Brown
Colour Grading: Company 3, London
Colourist: Jean-Clément Soret
Colour Exec Producer: Ellora Soret
Colour Producer: Kerri Aungle
Post audio: Disc To Disc Productions Milano
Sound design & Mix: Antonio D'Ambrosio
Audio Producer: Paola Calovi


Music Search & Licensing Director: Stefan van der Wielen
Music Producers: Thomas Harmsen & Niels Docter
Account Director: Ella Chevaso
Song: Shout
Publisher: Sony Music Publishing
Master: MassiveMusic
Composers: Isley O.K., Isley R. & Isley R.


Digital & Social Assets:

Chief Creative Officer: Eldin Fetahovic
Executive Creative Director: Rico De Lange
Creative Director: Dio Santos
Creative Lead Dynamic: Brent Rombouts
Senior Creative: Victor Farias
Senior Creative: Bruno Lopes
Designer: Omar Gutierrez
Client Business Lead: Leila Popovych
Senior Account Director: Margot Corneloup
Project Lead: Joyce Kooren
Amplify Lead: Sebastiaan Poublon
Amplify Project Lead: Nathalie Meier
Lead Digital Producer: Vic Krens
Digital Content Manager: Cinthya Barrera Tapia

PRODUCTION Digital & Social:

Executive Producer: Han Schuurman


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