We captured our MOTW attention via two stunts released online, including a clip with Fred Armisen asking people to walk, unbeknownst to them, into a comedy club where they would co-star with Fred. We also needed to make this feel like something anyone could be a part of.

So, in real time, Fred dialled pay phones and brave participants entered the club. We partnered with Uber and planted mobiles in cars designed to ring with an invitation to a mind-blowing concert mid-journey. And we left telephone numbers in gym lockers that would direct the dialler to a top-secret dinner lab.

‘Cross Your Borders’ encouraged 6.2M men to really see their cities - and Heineken - in a new light via an unforgettable, live experience. An incredible 64% said the campaign made them think differently about Heineken (vs. a 45% norm) and 44% found the campaign buzzworthy (vs. a 34% norm) - two critical KPIs driving relevance amongst our target group.

Importantly, sales figures bounced back, reflecting these new attitudes. Share for the summer period rose 2% vs. the previous year, putting Heineken sales ‘back in the black’ for the first time in five years.