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heineken - no more excuses

Friends end up giving each other excuses like working late in the office, the bad weather, Valentine’s Day, or heavy traffic. They leave their mates hanging on a night meant for friendship and beer.
We called on one of the greatest coaches of all time, José Mourinho. His arrogance and charm coupled with the fact that for the first time in his professional carrier he would be watching the Champions League from his couch, made him the perfect motivator. No matter where you are in the world, or your situation, Mourinho reminded you that there were no excuses for missing match night.

So, we took over social media and joined conversations in messaging apps with targeted content that reacted to fans' context in real-time, from rain to Valentines day. Leveraging data we generated hundreds of videos, where Mourinho dismisses excuses from around the world. Hyper tailored and targeted content made them feel like José was motivating them personally.

We kicked off the campaign launching a film on Facebook, in which Mourinho reads out all the excuses fans regularly give. In his typical manner he dismisses them all, reminding fans that there are no excuses for missing a UCL match.

Then throughout the knockout phase, we created over 800 personalised, super-relevant response videos that allowed Mourinho to address fans directly around the world, reminding them no one should miss match nights with friends.

Midway we launched a digital version of Mourinho - a bot that let fans interact 1:1 with Jose and create witty, excuse-busting, shareable responses and social videos to send to their friends.

And for the Champions League Final, our bot connected fans with services like Uber, Deliveroo and Task Rabbit, making sure that even the most sincere excuses could be overcome with a little IRL help from Mourinho and Heineken. It all ended with a fun piece of film, “The Final Excuse”, that perfectly wrapped a 4-month-long campaign.


Cannes Lions 2017
Bronze – Creative Data
Shortlist - Creative Data
Shortlist - Creative Data
Shortlist - Creative Data
Shortlist - Cyber
Shortlist - Direct
Shortlist - Direct




Heineken Global - No More Excuses

The legendary coach, José Mourinho, encourages fans to turn UCL nights into social occasions using super targeted ads. This digital campaign features an unimpressed Mou breaking lame excuses to miss the match, one by one, on social media.

RECOGNITION: Cannes Lions, Epica, Eurobest.