UEFA Champions League matches happen midweek  when fans often watch at home, alone, and beer consumption drops. For Heineken, a major sponsor and beer brand, this meant finding a way to reignite social viewing rituals during the most anti-social part of the week.

Heineken’s “Better Together” reframed weekday matches as a reason to connect, not isolate. The hero film starring Thierry Henry — humorously showed the emptiness of watching alone, ending with the insight:

“Even the best matches are better together.” The campaign spanned film, digital, and on-trade activations, encouraging people to watch together, go out midweek, and choose Heineken as the beer of football. By tapping into fan emotion and solving a real behavioral challenge, the brand not only drove relevance—it reshaped drinking habits during Champions League nights.

Production company: Iconoclast, directed by Megaforce