Heineken: Rival Billboards

The Heineken Champions Cup is the most competitive club rugby tournament in the world. It’s famous for its rivalry not just on the pitch, but in tunnels, changing rooms and in press conferences. Teams regularly use the media as a way target their opponent before they even step out on the field. But what about the fans? How could we give them a voice on game day?

Heineken handed over its media to rugby fans and made them feel part of the rivalry. Fans were invited to roast their rivals with an annoying voice message. These messages were then played from interactive audio billboards in the opposing team’s city on game day.

Rival Billboards ran in Ireland, the UK and South Africa.