We decided to play a prank on Simone, an ardent Roma supporter. He has been watching the Champions League with his friends for many years – and that night wasn’t going to be an exception. Until we presented him with an irresistible offer – a VIP ticket to watch his team play Real Madrid.

Naturally, he decides to leave his buddies. But after receiving an unusual call from his friends before the match and facing the enormous pressure of an entire stadium challenging his choice, Simone changes his mind. This leads to an unexpected turn of events.

15 minutes before the starting whistle, we connected our victim with the friends he betrayed through the big screen of the stadium. They seemed to be in the usual living-room in which they use to watch every Champions League match. They talked directly to him, blaming him for his decision, showing the whole stadium his betrayal and pushing him to get back where he belongs: next to them.

How? Using an helicopter provided by Heineken, outside the stadium, ready to leave.

Under the pressure of 60,000 witnesses, Simone finally decided to leave, escorted towards the nearest exit.

The door he opened didn’t led him outside but in a sky box where we recreated the friends’ livingroom down to the last detail, from where actually the group was calling him to join them. The group, finally reunited, was able to follow the match live. Enjoying an ice cold Heineken, of course.

The results were impressive. In just a few days the film gained national and international PR exposure. It racked up over 1.2 million views on the Italian section of Facebook, 1 million views on YouTube with no media budget and was featured on high visibility news outlets, including the main sports papers of Italy, Denmark, the UK, Sweden, Japan, Korea, and China. It also featured on a Netherland’s TV news program and the front page of 9gag.

Youtube spontaneous views (no media paid): 1.096.968

Facebook and Twitter views: 6.185.475

Facebook reach: 6.779.252

Facebook interactions: 2.590.561

Total impressions through all web channel activated : 13.514.549

Video shared and posted spontaneously on more than 300 websites all over the world in 3 weeks.