2017. Publicis Mexico
To promote Heineken’s sponsorship of the Champions League, this campaign offered Mexican fans the opportunity to attend the tournament in person by taking on one of four made-up jobs existing solely for this purpose. The first round of selection took on our campaign site, where candidates could play four bespoke minigames to see which of the roles suited them best. From 67,000 applications, a charismatic set of people was invited to do absurd interviews, silly skill-testing sessions, and ultimately attend the semi-finals as a freelancer. We documented everything in an online film, shot on location and post-produced in Amsterdam.
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