Heineken: The Unlucky Charm

May 2025

Heineken explores the intersections of sports culture and fandom in 'The Unlucky Charm.' The commercial focuses on the rituals of football spectatorship, blending dynamic live-action soccer match footage with focused narrative sequences set in stadium and domestic environments. Crafted with a clean, high-contrast aesthetic, the project employs a crisp visual language to frame the intersection of fan superstition and match-day atmosphere. Creative direction and development were led by a collaborative agency team featuring LePub, Edelman Italy, Boomerang, and Dentsu Creative Italy, with production handled by Prodigious Production. Post-production and VFX services were provided by Prodigious Milan and MGCR Studio, while MassiveMusic Amsterdam managed sound and music production.

Horizontal, Commercial, Clean

Street

Advertising Campaign