Heineken's brilliant activation stunt in Italy

This is clearly one of my favorite activation stunts this year. The recipe: take a major beer brand, men's obsession with football (read: soccer in the U.S.), a European Champions league match between Real Madrid and AC Milan, and wrap it all around a simple, yet brilliant idea. Then go and execute it in all the right channels. Why is this so amazing? Because football is a global religion for many men, and this concept could have very well been executed in Spain, England, Germany, France, Argentina, Brazil... you name it.

It was, however, only executed in Italy. Mind-blowing, how a local event has caught the attention of a whole country, then spread across the globe. There is no marketing budget in the world that can buy the kind of true joy every football fan got out of this. This is a story that will live forever.

No further comments necessary. Just sit back, watch, and enjoy.