Peach
dlmdd
adstars
liahome
I Like Music
Electriclime gif
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Heineken Is Tackling Gender Bias in Football with Alex Scott and Thierry Henry

Creative 401 Add to collection

Publicis Italy says 'Cheers to All Fans' in star-studded spots and a new direction for the brand's sponsorship in football

Heineken Is Tackling Gender Bias in Football with Alex Scott and Thierry Henry

Today Heineken and Publicis revealed a new direction for the brand's sponsorship in football, making its entire football campaign across both the men’s and women’s game about tackling gender bias affecting both players and fans of the sport.

With two-thirds of women in football having experienced gender discrimination, Heineken is on a mission to evolve its sponsorships in the sport to address the uneven playing field when it comes to gender by highlighting some of the ways that women are unfairly treated.

Heineken’s first move in correcting the gender bias is to address inaccurate statistics present across the internet that are often the source of the prejudice. In a forward-thinking move that challenges the algorithms and search mechanics of key websites, Heineken is today unveiling Fresher Football – a new webpage in partnership with GOAL that provides correct responses to the most popular questions asked online about the UEFA Champions League, where answers tend to overlook key data around the women’s game.

The aim of Fresher Football is to encourage search engines and fan sites to recognise, amend and their current information to the accurate answers, regardless of gender.

To achieve this Heineken is committing to intercepting online searches, buying key AdWords around popular football questions, and correcting the current answers with accurate statistics based on the men’s and women’s game, allowing female achievements in football to be celebrated and not forgotten.

To further support its mission in tackling inclusivity in football, Heineken® have created a new TVC and Digital campaign, entitled Cheers to All Fans, Men Included, highlighting the misconception that you must be a man to be a football fan. From sneaking to the bathroom during a date and checking the score, to screaming loudly with their friends in the living room, Cheers to All Fans, Men Included features men and women fans throughout, rewriting the stereotype and showing the reality that gender doesn’t dictate someone’s passion for football.


In addition to the above acts and ads, Heineken® will be partnering with its first women football ambassador with its partnership with English football legend and broadcaster, Alex Scott. Scott, who was a part of Arsenal’s 2007 UEFA Women’s Cup winning team, will feature within Heineken®’s marketing collateral alongside current brand ambassador, Thierry Henry to promote the importance of equality within the sport.

Alex Scott, Heineken ambassador says: “What I love about football is that it brings people together from all walks of life. Everyone has a right to take part in the sport they love, whether they’re a fan or a player. At the end of the day, sport is sport, and no one should be left out. That’s why I’m excited to work with Heineken® to challenge the stereotypes, football should be for everyone.”

Bram Westenbrink, global head Heineken Brand, says: “Heineken® is a brand for the fans and we’ve always been passionate about bringing people together to celebrate the things they love. Now, on our journey to improve inclusivity in football through our sponsorships, we’re committed to ensuring the sport is a safe and welcoming space for everyone.”

Nadine Keßler, UEFA's Chief of Women's Football, says: “We are delighted to see our long-standing partner Heineken® taking a bold stance with their campaign to support women’s football. UEFA has set up the UEFA Women’s EURO and UEFA Women’s Champions League competitions to not only showcase the best of the women’s game but to engage the next generation of players and fans. Heineken®’s campaign will help promote the importance of equality in the sport and we look forward to supporting them with their movement.”

Heineken has been a partner of the UEFA Women’s Champions League and UEFA Women’s EUROs since 2021, when the brand made the decision to mirror its men’s and women’s sponsorships across both football and motorsport.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
HEINEKEN

Sr. Director Global Heineken® Brand: Bram Westenbrink

Heineken® Global Communication Director: Daniela Iebba

Heineken® Global Communications Manager: Guilherme De Marchi Retz

Heineken® Global Digital Director: Rob van Griensven

Heineken® Global Digital Manager: Laurens Griep

Heineken® Global PR Lead: Jonathan O’Lone

Heineken® Global Football Sponsorship Lead - Football: Benjamin Blanco

Heineken® Global Football Sponsorship Manager - Football: Thomas Mulders

PUBLICIS ITALY/LE PUB

Global Chief Creative Officer Publicis WW: Bruno Bertelli

Chief Creative Officer: Cristiana Boccassini

Chief Creative Officer: Mihnea Gheorghiu

Executive Creative Director: Milos Obradovic

Global Creative Director: Sandra Bold

Art Director Supervisor: Marie Poumeyrol

Associate Creative Director: Corina Patraucean

Associate Creative Director: Nicolo Carrassi

Art Director: Daniele Tesi

Creative: Thiago Jacon

Creative: Conor Barry

Global Chief Strategy Officer: Bela Ziemann

Strategy Director: James Moore

Global Data Strategist: Ilko Petkov

Global Strategy Director: Daniel Vargas Gomez

Global Ethnography Manager: Mina Baginova

Chief Creation Officer: Francesca Zazzera

TV Producer: Sanam Bartoletti

Digital Producer: Florin Marica

Le Pub Ams GM: Eleni Charakleia

Global Client Service Director: Paola Natellis

Group Account Director: Luigi Palma

Account Supervisor: Martina Colombo

Account Executive: Tinatin Prangishvili

Global Chief Creative Officer Publicis WW: Bruno Bertelli

Chief Creative Officer: Cristiana Boccassini

Executive Creative Director: Milos Obradovic

Executive Creative Director: Andrey Tyukavkin

Art Director Supervisor: Marie Poumeyrol

Associate Creative Director: Corina Patraucean

Associate Creative Director: Nicolo Carrassi

Global Chief Strategy Officer: Bela Ziemann

Strategy Director: James Moore

Chief Creation Officer: Francesca Zazzera

Producer: Erica Lora Lamia

Producer: Sanam Bartoletti

Le Pub Ams GM: Eleni Charakleia

Global Client Service Director: Paola Natellis

Group Account Director: Luigi Palma

Account Executive: Tinatin Prangishvili

TV & Digital Production

Production Company: Good People Films

Director: Ali Ali

DOP: Farhad Ghaderi

Executive Producer: Khaled Zaki

Head of Production: Sarah Touma

Producer Greece: Veta Chatziioannou

Producer: Omar Khalil

Digital Producer: EugenIa Papapanou

Digital Director: Thanos Mitsios

Digital DOP: Evangelos Polychronopoulos

Main Content Editor: Neda Zag / Enrico Munarini

BB Offline editor: Tommaso Bianchi

Digital Offline Editor: Andrea Besana


Post Production Company: Framestore

Executive Producer: Helen Hughes

Producer: Jake Saunders

Production Coordinator: Poppy Chadwick

VFX Shoot Supervisor: Nick Pittas

VFX Lead: Judy Roberts

VFX Artist: Edwin So

VFX Artist: Eileen Chan

VFX Artist: Jason Farrow

Digital Post Production Company: Prodigious

Head of Post Production: Alfredo Beretta

Tv Post Producer: Alina Chaplygina

Online: Franco Tonnarelli, Sandro Iurini

Vfx Lead: Adolfo Navire

Rotoscoping: Stefano Moretto

Rerecording Supervision: Treble Rebel - Nitzan Hoffman

Music Licensing: Massive Music- Dolf Bekker

Colour - Company3
Colourist - Simon Bourne

Audio Post Production - String and Tins Sound Design and Mix - Lawrence Kendrick, Jim Stewart, Joe Wilkinson Audio Producer - Alina Miroshnichenko

Sound Studio for Digital: Top Digital

Sound Engineer for Digital: Roberto Serra

Audio Producer for Digital: Sandra Caccia

Key Visuals Football Awareness:

Art Buyer: Veronica Bottanelli

Photographer: James Marcus Haney

Production Company : Sfera Production Agency Milano

Retoucher: Beppe Volpini

Key Visual and animation Stadium OOH

Art Buyer: Veronica Bottanelli

Photographer/studio 3dArtist : Platinum FMD

Production Company: Sfera Production Agency Milano

Media

Media company: Dentsu Red Star

Global Strategy Partner: Richard Wright

Global Client Lead: Kate Hinz

Global Digital Director: Ricardo Lopes

Media company: Dentsu Red Star

Global Strategy Partner: Richard Wright

Global Client Lead: Kate Hinz

Global Digital Director: Ricardo Lopes

Reels
Boomerang. Part of Publicis Groupe

Creative Director: Tanya Ponomareva

Associate Creative Director: Gerard Joosten

Creative: Jasmin Stephenson

Editor: Gerard Milling

Editor: Shebanjah Klaasen

Post Producer: Lina Joukhadar

Digital Producer: Vic Krens

Digital Producer: Anna Potashkina

Project Manager: Lea Degove

Account Director: Charlotte Grotenhuis

FRESHER FOOTBALL
PUBLICIS ITALY/LE PUB
Production

Production Company: The Sweetshop

Director: Jakob Marky

DOP: Luke Jacobs

Executive Producer: Justin Edmund-White

Executive Producer: Morgan Whitlock

Producer: Theo Youngstein

Production Manager: Heeva Hamed

Production Assistant: David Maart

Production Assistant: Jordan B Maxwell

Editor: Ben Canny (Whitehouse Post)/ Stuart Greenwald

Editor Social Assets: Matteo Marzano

Post Production Company: Prodigious

Color Grading: Luca Parma

Audio Post Production - Screenplay
Media
Fresher Football Hub

Company: Goal

Client Director: Ginnie Dobson

Account Director: Michael Brownrigg

Strategist: Miles Chambers

Sport Sponsorship and Entertainment PR

Company: M&C Saatchi Sport & Entertainment

Ross Watson: Director

Laura McDonnell: Senior Account Director

Kingsley Dare: Account Executive

Genres: People

Categories: Beers, Alcoholic Beverages

Publicis Italy, Tue, 03 May 2022 09:31:05 GMT