No More Excuses
Without a team in the Champions League for the first time in his career, we turned no-nonsense football motivator, Mourinho into the perfect person to clamp down on fans who made excuses to not watch the match with their mates.
Heineken
We kicked off the campaign with a launch film where Mourinho scolded fans and their excuses for not watching the football. No matter where you were in the world, or your situation, Mourinho reminded you that there were no excuses for missing match night.
800 personalised, super-relevant response videos allowed Mourinho to address fans directly around the world on social platforms.
Then we let fans engage with a digital version of Mourinho - a bot that let fans create witty, excuse-busting, shareable responses to send to their friends.
For the UCL final, the bot connected fans with services like Uber and Deliveroo, making sure that even the most sincere excuses could be overcome with a little help from Mourinho and Heineken.
The campaign was wrapped up with a fun piece of film, “The Final Excuse”, released on the day of the UCL final.
