Description
Part of “Cheers to the Superstitious Fans” platform, the new Heineken campaign, ideated by creative agency LePub, celebrates the wildest, most original superstitions that make football fans truly hardcore.
Half of football fans have matchday rituals – and nearly as many (46%) believe their superstitions can influence the score. So, the brand kicked off a global social-media recruitment featuring Heineken ambassadors and football legends Virgil van Dijk and Jill Scott MBE, calling on women’s football fans to share their most devoted matchday rituals ahead of the UEFA Women’s Champions League Final in Lisbon on May 24.
The search uncovered two die-hard supporters who always swing by the same “lucky pub” in North London before heading to the stadium.
For years, London-based Amelie Margaret Kirk and Sophie Hurst have watched every match from the same corner of The Twelve Pins bar ahead of each their team’s match – pints in hand, seats unchanged.
Therefore, when their team reached the Final, Heineken and LePub made sure to keep their lucky ritual alive in Lisbon too. They disassembled the pub and loaded it onto a truck for the most epic of deliveries: their beloved pub in Lisbon, ready for the two fans to keep the superstition going before the big match, just steps from the L'Estádio José Alvalade.
Every detail – from the lighting to the layout, right down to the last beermat – was recreated to reflect Amelie and Sophie’s matchday tradition: meeting at The Twelve Pins, sitting in the same corner on the same stool, ordering the same beer, before heading to the stadium. It feels exactly like their matchday local, yet it’s parked in Lisbon, Portugal, in honour of the UEFA Women’s Champions League Final.
Thanks to Heineken®, the fans get the best of both worlds: a front-row seat to history, with their lucky pub and ritual right there with them.
But there is more. On match day, the two supporters will arrive at their lucky pub to find football legends Jill Scott MBE and Thiago Alcântara on hand to honour the ritual: same pub, same stool, same beer, and all the luck needed to chase a historic victory.
This professional campaign titled 'Pub Delivery' was published in United Kingdom in May, 2025. 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 28 days ago.
Credits
Heineken
Head of Global Heineken® and Premium Brands: Nabil Nasser
Global Director Communication Sponsorships: Els Dijkhuizen
Global Communication Manager: Yoann Hellot
Global Digital Media Manager: Larissa Koper
Global Head of Brand & Consumer PR: Jonathan O’Lone
Global Manager Sponsorships: Annamaria Fuzy
Global Senior Sponsorship Manager: Thomas Mulders
Global Senior Sponsorship Manager: Joao Pedro Lopes
Global Sponsorship Manager: Friso Postma
LePub
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Co Chief Creative Officer: Mihnea Gheorghiu
Creative Director: Marie Poumeyrol
Creative Supervisor: Angela Celano
Creative Supervisor: Matteo Gemelli
Digital Art Director: Madalena Goncalves
Senior Copywriter: Alessandro Grillini
Motion Designer: Dario Lipani
Global Head of PR & Communication: Isabella Cecconi
Senior PR Manager: Luca Orioli
Head of Strategy: James Moore
Strategist: Aneta Junkova
Data Strategy Director: Andrea Battista
Senior Digital Ethnographer: Alberto Mura
Data Translator: Tumay Mavi
Global Client Service Director: Shirine Aoun
Global Client Service Director: Ilaria Castiglioni - Alexis Delwasse
Account Director: Amira Ramadan
Account Executive: Federica Bussu
Chief Production Officer: Francesca Zazzera
Producer: Nicolò Dragoni, Martina Trozzi
Art Buyer: Veronica Bottanelli
Production
Production Company: Prodigious Production
Director: Tommaso Bianchi
Head of TV: Alessio Zazzera
Line Producer: Claudio Rimedi
EP (Local): Giuseppe Ceccarelli
DOP: Fabio Casati
Post Production Company: Prodigious Milan
Head of Post Production: Alfredo Beretta
Colorist: Luca Parma
Editor: Claudio Roveda, Andrea Besana, Tommaso Bianchi
Photographer: Francesco Bittichesu
Post Production K-V: Post Production MGCR Studio
Music
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: MassiiveMusic
Composers: Isley O.K., Isley R. & Isley R.
Dentsu
Global Strategy Partner: Simon Bielby
Global Account Director: Milo Meulenkamp
Global Strategy Director: Darren McLeod
Amplify
Planning Lead: Cristel van de Ridder
Social Lead: Angelina Natividad
Strategic Media Planner: Bhargav Bogadala
Addressable Technology & Data Manager: Margarita Mavar
Edelman – PR
Managing Director Brand: Suzy Socker
Brand Director: Kate Gard
Creator Marketing Director: Freya Lifely
Account Director: James Foggin
Creator Marketing Account Director: Rebeca Nagy
Senior Account Manager: Sébastien-Nicolas Chiffrin
Senior Account Manager: Tessa Saxon
Senior Account Manager: Sophie Hunter
Senior Account Executive: Yahia Tamer
Account Executive: Carien van Rietschoten
Assistant Account Executive: Louis Trott
Boomerang
Client Service Director: Sebastiaan Poublon
Executive Digital Producer: Vic Krens
Senior Community Manager: Jesus Sanz
