Eric Gasparro
Art Director at Guns or Knives.
Ireland, Irland
TitelHeineken Presents: #RunWithIt with Neil Back
Agentur
Kampagne Heineken Presents: #RunWithIt with Neil Back
Werbende AIB
Marke Heineken
Datum der ersten Ausstrahlung/Veröffentlichung 2015 / 4
Geschäftsbereich Bier, Cidre
Slogan #RunWithIt with Neil Back
Story To celebrate Heineken’s continued support of Europe’s premier club rugby competition, ROTHCO created a campaign with a difference. What may have initially been perceived as a moment of crisis for the brand was quickly turned on its head to produce a sharable video where we made our fans the stars of the show. 
Philosophie To celebrate Heineken’s continued support of Europe’s premier club rugby competition, ROTHCO created a campaign with a difference. What may have initially been perceived as a moment of crisis for the brand was quickly turned on its head to produce a sharable video where we made our fans the stars of the show.
It all began innocuously enough by tweeting an image from the set of a new commercial featuring the infamous Neil Back, known to Irish rugby fans as the man that illegally used his hand in the dying moments of the 2002 Heineken Cup final, thus denying Munster fans their first tournament victory. However, the image also included an official call sheet that appeared to display Neil’s phone number. This was picked up on twitter and by online media and was quickly circulated to the public at large. Soon the phone was ringing off the hook with calls and texts as Irish fans took their chance - in no uncertain terms - to remind Neil of his past misdemeanour.
But of course, this was just the first step of a carefully planned campaign. We selected the messages and voicemails from some of the wittier participants and called them back, pretending to be Neil’s personal assistant. They were given the impression that in the confusion of the leak, we had mixed their number up with that of a sports journalist and offered them the chance to collect complimentary tickets for the Leinster’s semi-final clash with Bath in the Champion’s Cup. All they had to do was turn up at a local hotel and give their name.
As soon as they showed, we began to have a little more fun with them. We interrogated their credentials, and before they knew it, threw them in to an unannounced press conference. Faced with an intimidating environment, the man they had insulted and the need to perpetuate the situation they had just created for themselves, how would they handle the pressure? Would they be able to run with it? 
Ergebnis They didn’t let us down. You can see the results in the attached video. One things for sure; the Irish rugby fan is a resourceful and witty beast, always up for the adventure of crossing his borders. 
Medientyp Andere
Länge
Kreation / Art Direction Rothco, part of Accenture Song

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