Heineken Experience
Heineken · 2024–2026 · UCL localization
Global brand, Hebrew execution — the UEFA Champions League, localized.
Global brand. Hebrew execution. Zero compromise.
Hebrew design & localization partner
SABOTAGE is Heineken Israel's recurring design partner, anchored almost entirely to Heineken's UEFA Champions League sponsorship — a major wave every year. Global HQ ships the master artwork; the craft is rebuilding it for a different language and a different reading direction without losing a millimetre of the original.
Every asset is approved against Heineken's global brand book, carries the mandatory alcohol warnings and UEFA rights logos, and ships across dozens of sizes and formats. As Ross put it to the team: “it's one-to-one with the HQ.”
Recreated one-to-one, in Hebrew.
The craft
◳ ImageHeineken global master artwork (English) — the source of truth shipped from HQ. Drop the original key visual here.
◳ ImageThe Hebrew rebuild — same composition, mirrored reading direction, brand-book exact. Drop the matching localized KV here.
The fidelity is in the details most people never notice — where the background starts, how the bottle sits, the spacing between the text and the green flash. Some sizes need a full redesign to hold the same impact; all of them get approved against the global book before a single one ships.
The same master, rebuilt across dozens of formats.
One campaign, every surface
Train signage
standing + lying versions
JCDecaux
with editable QR codes
Social masters
posts · stories · transitions
Banners
every placement size
Newsletters
to CMS width constraints
Mini-sites
Figma → dev handoff
On-premise
carpets · roll-ups · shirts
Motion
animated master versions
Every unit approved against the Heineken global brand book — with mandatory alcohol warnings and UEFA rights logos on each.
The prize kept getting bigger.
The hook, three years running
Enter to win a semifinal
“The Champions League starts with Heineken.” The hook arrives: enter, and maybe we upgrade you to a live UCL semifinal.
Amsterdam, in person
The biggest wave. Winners flown to the semifinal city (4–5 May) with VIP brewery access — fulfilled down to seat-head covers and a flight neck-pillow.
A private jet to Munich
The hero concept escalates all the way: a Heineken-branded private jet to the Munich semifinal (Allianz Arena, 6–8 May), windows opening onto a bottle landscape.
◳ ImageThe 2026 hero key visual — the Heineken-branded private jet with windows opening onto a “bottle landscape.” Ideally beside the fan scarf (Heineken one side, the fixture on the other).
The interactive builds
2024
An interactive trivia mini-site at heinekenucl.co.il — a timer and instant right/wrong feedback on every question.
◳ ImageScreen-flow of the 2024 trivia game — question state, timer, the right/wrong feedback moment.
2025
A streamlined dark-stadium mini-site — fewer, heavier screens, with a proposed drone-style entrance animation.
◳ ImageThe 2025 dark-stadium mini-site — hero screen + the drone-style animation still.
Two different years, two different briefs: the ~20-screen game was 2024; the 5-screen build was 2025's streamlined wave.
0.0
Heineken 0.0 — “Designated Driver” · summer 2024
A non-alcoholic campaign with its own job to do: Heineken 0.0 shows up at the bar and rewards the designated driver. Static ads, posts, stories and transitions, plus the internal mailer and newsletter.
◳ ImageThe Heineken 0.0 “Designated Driver” key visual + a couple of the social cuts (post / story).
“Better to just tell them it's one-to-one with the HQ.”
SABOTAGE owned
- Hebrew design & 1:1 localization, every UCL wave
- Interactive + streamlined mini-sites (Figma → dev)
- Outdoor, transit, social, newsletters & decks
- On-premise builds & prize-fulfilment kits
Owned elsewhere
- Master artwork — Heineken global HQ
- 2026 campaign website — built by a sports channel (SABOTAGE: art-direction review only)
- Bottle-label print artwork — confidential / NDA
- Campaign copywriting — client-side