Heineken Distracts Women With Shoe Sale So Men Can Watch Soccer in Peace

W+K's plan for Champions League final

Evidently not worried about cries of sexism, Heineken has organized a giant shoe sale in Brazil this Saturday—so that women will flock to it and leave their boyfriends and husbands in peace to watch the Champions League final between Real Madrid and Atlético de Madrid.

Women's shoes will be available for up to 50 percent off at Shoestock stores. Wieden + Kennedy São Paulo came up with the idea, which Heineken in a press release said "is entirely good-natured and will generate conversation." Both are surely true.

"Our goal is to run a fun campaign unlike anything we have ever organized in Brazil," said Bernardo Spielmann, director of the Heineken brand and sponsorships at Heineken Brazil. "Therefore, the Heineken Shoe Sale will be announced with a humorous tone in the digital environment, including teasers, email marketing and videos."

"The idea is to help guarantee men time to watch the game on Saturday afternoon," said W+K creative director Otavio Schiavon. "So we're going to provide an argument that will make it so their wives or girlfriends have something interesting to do during the game. He's going to surprise her with news about a shoe sale. And she, in turn, can leave him to watch the UEFA Champions League final."

Credits below.

Client: Heineken
Project: Heineken Shoe Sale
Agency: Wieden + Kennedy, São Paulo
Executive Creative Directors: Icaro Doria, Guillermo Vega
Creative Directors: Otavio Schiavon, Marco Martins
Copywriters: David Besller, Caio Mattoso, Otavio Schiavon
Art Directors: Raul Arantes, Rodrigo Mendes, Marco Martins
Digital Producer: Rafael Gaino e Maurício Junior
Digital Deploy: Debaser
Agency Producer: Gabriel Dagostini
Planning: Rodrigo Maroni, Rafael Rossi, Livia Lanzoni, Ian Bueno
Account: Danilo Ken, Beatriz Andreucci, Isabele Garcia
Media: Renato Valio, Stephanie Campbell, Caroline Ventura, Douglas Silveira
Client Approval: Daniela Cachich, Bernardo Spielmann, Chiara Martini, Andrea Rubim, Renata Costa
Production Company: Conspiração Filmes
Director: Fernando Reginato (DEL)
Director of Photography: Paulo Disca
Producers: Karin Greco, Pablo Alvez
Account, Production Company: Leonardo Alves, Renata Schincariol
Audio Facility: A Voz do Brasil
Account, Audio Production House: Rosana Souza, Cássia Garcia
Announcer: Edinho Moreno
Post House: Nash