Heineken
A promotional game for Heineken’s sponsorship platform, inspired by the pre-game moment when fans make new friends on their way into the stands.
Heineken
Fans Have More Friends
Gaming
Promo
LePub
Global, 2026
Concept
Art Direction
On social, we turn the TVC cutdowns into loading-screen tips, blending gameplay cues with fandom rituals.
The more friends you make along the way, the higher your chances of making it to the stands.
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