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Lions Awards (3)
Silver Lion : Outdoor
Bronze Lion : Brand Experience & Activation, Outdoor
Kraft Heinz
Heinz Arabia
Middle East/North Africa
Brand Experience & Activation
Entertainment for Sport
Social & Influencer

The FIFA World Cup is a huge platform that allows both local and international brands to connect with consumers in innovative and interactive ways. However, due to its worldwide reach and popularity, it’s a cluttered space that makes it challenging to stand out and be disruptive–even moreso if the brand is not an official sponsor.

The brief was to connect Heinz Arabia with the World Cup in a smart and organic manner–considering they were not an official sponsor–via a disruptive and witty execution with sufficient stature to carry the brand before, during and after the tournament. The goal was to ensure Heinz was part of the football conversation.

Since the Heinz brand couldn’t be at the 2022 FIFA World Cup, we learned that 131,753 other people named Heinz could be there. So Heinz Arabia turned to social media and found one Thomas Heinz from Hamburg to attend the event on their behalf. For five days, Thomas Heinz wore his name loud and proud on a bright red QR code-enabled football jersey that incentivized other fans to interact, engage with and locate him using the hashtag #FindHeinz in a “Where’s Waldo”-style competition in and around the World Cup premises.

FP7 McCann Dubai