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Top 6: June 11th 2025
Experiential
Heineken: The Unlucky CharmTop 6: June 11th 2025
45% of football fans admit they’ve stopped watching a match to avoid jinxing the result. In response, for this year’s UEFA Champions League Final on 31st May in Munich, Heineken in collaboration with creative agency LePub, returns with another tale of football devotion as part of its 'Cheers to the Superstitious Fans' platform. Heineken launched a global social media campaign inviting fans to share their most unusual and heartfelt superstitions, uncovering Marco Simeone, a lifelong Inter Milan supporter who firmly believes that attending matches in person brings bad luck to his team. Despite his deep passion, Marco has deliberately avoided stadiums, convinced that his absence helps secure Inter’s success. To celebrate this quirky ritual, Heineken is honouring Marco by sending him to a purpose-built bar located in a remote outpost of Germany, on the edge of the European continent. This playful yet extreme gesture supports his superstition by keeping him far from the action, turning his unique matchday routine into a memorable experience while showcasing Heineken’s connection with passionate football fans worldwide. On match day, 'The Unlucky Charm' will watch the Final from his remote spot, however his sacrifice won’t go unnoticed: fans attending the big game will have the opportunity to thank him via video calls set up in the Munich fan zones. Football journalist Fabrizio Romano, along with football legends Jill Scott and Thiago Alcántara, will also celebrate his one-of-a-kind superstition and thank him for his dedication to the game.
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