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.

CREDITS

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