We felt that the best way to get people interested in restoring the Marine Stadium was to make an emotional connection between the viewer and the stadium. To do that, we had to tell the stadium’s amazing story.

How do you tell the stadium’s history, without it feeling like a history lesson? We realized the answer was covering the stadium’s walls. Graffiti.

Graffiti has kept the stadium alive since it closed in 1992. So what better way to tell the stadiums story than using stop-motion graffiti animation - while also honoring the art that had become a part of the stadiums DNA.

Not only did we manage to save the Marine Stadium – we also managed to save the art for generations to come with our immersive digital experience.

We realized there was an initiative underway to restore the stadium to the iconic destination it once was and we got behind it.

This meant Heineken could play a crucial role in connecting the revival of the stadium to the local MOTW by raising awareness of its restoration while still paying homage to the graffiti artists that defiantly kept the spirit of the stadium alive.

So we created a film that told the story of the stadium through the medium that kept it alive – graffiti. But it wasn’t just any graffiti, it was incredible stop-motion graffiti animation. With the stadium serving as a beautiful canvas, we brought back the local Miami artists to tell its story via their craft.

We then created a crowd-funding donation page where people could go to donate to the Stadium’s renovation. We even sold actual stadium seats to help further spread the movement.

Unique Impressions: 39 Million

Total People reached: 20 Million

Total Video Views: 3 Million

Sales volume increased 7.3% (Publix)

And 2.7% in all grocery markets

68% SOV on social vs Corona & Stella in Miami during the summer

Brand Health metrics increased with

• Awareness up 14%

• Usage +17%

• Authenticity +22%

$100,000 raised towards the restoration

$45 Million bond from the City of Miami