Heineken & UEFA
Champions League

During the past few years, I've been involved in several digital and experiential campaigns for Heineken, centered around their UEFA Champions League sponsorship. 

Through each one, we wanted to give football fans a memorable experience, which positions the brand as the most rewarding sponsor of the tournament.

The Focus

Role: Creative Director

It’s getting harder and harder to focus on just one thing. And when it comes to UEFA Champions League matches, every blink could be crucial. We decided to find and reward the most concentrated fans by challenging them to a stare-down with one of the most cool-headed football players — Andrea Pirlo.

We created a website that tests the concentration of each visitor in a battle with Pirlo himself. Using AI-powered face tracking technology, we detected the movement of each player’s eyes, both on desktop and mobile devices. Those who managed to withstand Pirlo’s stare the longest without blinking or looking away won a ticket for an exclusive screening of the Final. 

The Signal


Role: Creative Director

72% of football fans watch the Champions League alone at home. Heineken wanted to change that. We decided to create a symbol anyone would recognise and raise it in the sky above the city before important games. A reminder that it’s never too late to go out and save match night. We built a large, LED sign in the form of the Champions League logo. Then, we raised it high above the sky, using a drone and lit the sign with a projector on the ground.

The Phone Call


Role: Creative Director

It's hard for friends to organise a match night together, especially during the week when the Champions League is on. Through social media it's very easy to make an excuse. But a phone call gives you less time to think of one.

The exclusive football match zone we built in the center of Sofia could only be unlocked through an interactive installation on its door. We built a voice communication system, navigated by users through a touch screen display and a Heineken phone handset. I worked on the UX and design of the system, which allowed fans to call two friends and convince them to watch the match together, taking into account all the possible user journeys and scenarios. The automatic system supplied them with three parts of a unique code that unlocked the match zone on the same night.

The Jigsaw


Role: UX & Interactive Design

To demonstrate that match nights are meant to be shared, we created The Jigsaw: an interactive installation in the centre of Sofia, aiming to bring fans together.

It consisted of a large digital screen and 80 chairs, connected to motion sensors. Each chair activated a small corresponding block of the screen. Once all chairs were filled, the full picture of the match was revealed. As part of the team behind the idea, I worked on the campaign's design and the UX of the installation.

More Projects

Built with Semplice in 2020
Type: Ambit & Romana