To launch a new Heineken UCL can that will record the final score as part of the design. They built ‘The Stadium of Dreams’ a gigantic live football Stadium made of Heineken UCL cans, but without the score printed to let consumers witness this dream score by themselves. Consumers helped building this stadium via their micro site. Which 332,654 cans were placed and installed at the exact same location on the real Stadium of Dreams. Thousands of people witness each round of live matches which in the end the final result was engraved on this new can.
Agency: Leo Burnett & Arc Worldwide Thailand.