The Heineken Champions Cup Final 2023, Dublin, Ireland. As title sponsor of club rugby’s most competitive tournament, Heineken were looking to land a big idea to create some buzz around the final and really own the moment. Heineken, like the fans, understands that the bigger the rivalry, the better the rugby. This rivalry shouldn’t just be exclusive to the players on the pitch or the coaches on the side lines. It should be open to the fans in bars and homes across the country. How could Heineken elevate the game day experience for rugby fans and show that when it comes to rugby rivalry, you either go big or go home!

48 hours before the Heineken Champions Cup Final 2023 in Dublin, Heineken helped one Leinster Rugby super-fan send a big message to the trash-talking coach of France’s La Rochelle, Irish-born Ronan O’Gara aka ‘Rog’. The Arrivals message was painted directly onto the visiting team’s flight path. Applied using eco-friendly pitch line marking paint, it measured 30m x 30m. It was planned as the first thing ‘ROG’ could see when descending into Dublin.

This David and Goliath story featuring the most famous coach in club rugby and a random fan from a little town outside Dublin gripped the rugby world. The day before the Heineken Champions Cup Final, Colin was sharing mainstream media with the biggest names in the game. He became an overnight celebrity. We took rivalry to new heights and showed that individual fans can play as big a part in the rivalry as the players or coaches. Colin set out to get inside ROG’s head, playing him at his own game. ROG commented in the media saying he felt disrespected ahead of the big game. If a 30m x 30m roast visible as he descended into Dublin had anything to do with it, we're sorry (not sorry).