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Project

Client: Heineken

Year: 2019

Industry: Drinks & spirits

Awards: Transform MENA Award Winner: 1x Silver

Deliverables

Visual, verbal, digital content, environmental

Turning Sevens green

As sponsors of the tournament for the past 50 years, Heineken wanted to create the boldest Emirates Airline Dubai Rugby Sevens that Dubai had ever hosted. Dubai Sevens has evolved over the years with food and beverage and live entertainment as important as the matches themselves.

The challenge was to celebrate five different decades of Rugby Sevens by honouring each decade and combining this with an overall rugby theme. For the concept we went back to where it all started, the field. We drew inspiration from the simplicity of the grass fields and used this as our canvas for each Heineken zone. Unique zones were created, each showing off a different decade. The Green Room included multiple props from giant roller skates to Rubik’s cubes and housed a silent disco. The Green Space was designed to be more laid back with an outside area hosting live acoustic music. The Tavern and VIP Room were more pub-like and included face painting, a VR rugby game and a games area.

Turning Sevens green

As sponsors of the tournament for the past 50 years, Heineken wanted to create the boldest Emirates Airline Dubai Rugby Sevens that Dubai had ever hosted. Dubai Sevens has evolved over the years with food and beverage and live entertainment as important as the matches themselves.

The challenge was to celebrate five different decades of Rugby Sevens by honouring each decade and combining this with an overall rugby theme. For the concept we went back to where it all started, the field. We drew inspiration from the simplicity of the grass fields and used this as our canvas for each Heineken zone. Unique zones were created, each showing off a different decade. The Green Room included multiple props from giant roller skates to Rubik’s cubes and housed a silent disco. The Green Space was designed to be more laid back with an outside area hosting live acoustic music. The Tavern and VIP Room were more pub-like and included face painting, a VR rugby game and a games area.

Results & testimonial

The results were beautifully executed Heineken-branded zones that created the perfect canvas for an action-packed weekend of activities and fun. These Heineken experiences created an exciting atmosphere for everybody to immerse in the rugby spirit, whether they were rugby fans or not. By doing this, the brand gained valuable brand awareness and exposure, placing Heineken at the top of minds as the fun beer brand, to the more than 100,000 people that attended the Dubai Rugby Sevens.

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