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Which ‘Road to the Final’ Would You Take?



W+K Amsterdam & Heineken give fans opportunity to be at UEFA Champions League Final

Which ‘Road to the Final’ Would You Take?


As some of the best football teams in the world battle it out in the Quarter-Finals of the UEFA Champions League, Heineken® has unveiled the latest instalment of its ‘Road to the Final’ campaign with the launch of a new ad campaign. The ad demonstrates how, with imagination and resourcefulness, one man is able to witness club football’s most prestigious event – the Final itself. 
Premiering around the world today, the ad is the latest element of the brand’s global integrated ‘Road to The Final’ campaign as it celebrates its seventh consecutive year sponsoring the UEFA Champions League.  
The ad features one lucky fan, who receives a ticket to the UEFA Champions League Final.  The only problem is that he is on the other side of the world and faces a race against the clock to get to the match. Through a combination of resourcefulness, imagination and inventiveness he manages to overcome every obstacle put in his way – to be rewarded with the ultimate football experience – a pitch side seat at Wembley, arriving just before kick-off. 
Throughout the ‘Road to the Final’ campaign, Heineken® is encouraging fans to engage with the brand through a series of unique activities from on-pack to in-bar and social media challenges, offering once-in-a-lifetime prizes. 
The brand’s Facebook fans can play a pinball game inspired by elements of the advert.  Players can compete against each other – and Heineken® ambassadors including four times UEFA Champions League winner Clarence Seedorf – to earn bragging rights. For the Semi-Finals, eager fans will have the chance to engage with Seedorf through Twitter – with the most resourceful receiving prizes for their imaginative responses to the challenges set for them. 
As the ‘Road to The Final’ campaign reaches its climax, Heineken® will be rewarding fans for displaying inspiring and imaginative behaviour by offering tickets to the UEFA Champions League Final in Wembley and this year’s Star Final VIP viewing event, in Ibiza.  More than 250 lucky fans from around the world will have the chance to experience the combination of football and music in the world’s party and nightlife capital. 
Hans Erik Tuijt, Heineken’s Global Activation Director, commented on today’s announcement: “We are delighted to launch the next stage of the ‘The Road to The Final’ campaign with this new TVC.  UEFA Champions League fans who enjoy our brand are intelligent, quick witted and worldly people so we have crafted a campaign that they will enjoy being part of.  
We aim to inspire UEFA Champions League fans watch the advert, engage with the brand - play the digital game, Tweet Clarence Seedorf and come to Heineken® events. If they do this then they might get the chance to see the Final in a uniquely Heineken® way, whether it’s at Wembley or even Ibiza.”
Global Brand Director Cyril Chazat
Global Manager Anuraag Trikha
Communication Manager Agnieszka Gorecki 
Executive Creative Director Mark Bernath and Eric Quennoy
Creative Directors Mark Bernath and Eric Quennoy
Art Director Craig Williams
Copywriter Zach Watkins
Head of Production Erik Verheijen
Agency Producer Jaime Tan
Associate Post Producer Javier Perroud 
Planner Nick Docherty
Connections Planner Richard Oldfield
Group Account Director Jordi Pont
Account Director Clare Pickens
Account Manager Jorge Fesser
Art Buyer Andrew Koningen
Project Manager Jackie Barbour
Business Affairs Michael Graves
Director Fredrik Bond
Director of Photography Roman Vasyanov
Producer Alicia Richards
Executive Producer Helen Kenny
Bumper Director Nick Rutter
Editor Tim Thornton-Allan
Assistant Editors Phil Hignett, Patric Ryan
Sound Designer / Mixer Raja Sehgal
Title “Kalinka”
Artist Composer I. Larionov , arranged by Ben Tarrant-Brown
Music Company Mad Planet
Music Supervisor Sam Morris
2D Lead Jay Bandlish
2D Artists James Pratt, Zoe Cassey-Hayes
2D Assistants Siro Valente, Douglas Haynes, Andrew Curtis
Nuke Artist Emma White
Colourists Aubrey Woodiwiss, Luke Morrison
3D Lead David Lawson
3D Artists James Mullholland, Nico Domarego, Ed Hicks, Dan Moore, Adam Darrah, Joakim Riedinger, Jacob Gonzales, Ciaran Moloney
3D Rigger Andreas Greichen
Matte Painters Nathan McKenna, Kieran Belshaw, Jiyoung Lee, Aurelien Ronceray
Production Paul Schleicher, Luis Martin 
Photographer Christian Webber
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