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Heineken: The Focus
Back to WORKS
Heineken: The Focus
A STARE-DOWN
WITH THE MASTER
OF CONCENTRATION
A STARE-DOWN
WITH THE MASTER
OF CONCENTRATION
2019
Crafting technology, Design and Development
Heineken
It’s getting harder and harder to focus on just one thing. And when it comes to UEFA Champions League matches, every blink could be crucial.
Idea
Heineken decided to find and reward the most concentrated fans by challenging them to a stare-down with one of the most cool-headed football players — Andrea Pirlo.
Execution
We created a website that tests the concentration of each visitor in a battle with Pirlo himself.
Using AI-powered face tracking technology, we detected the movement of each player’s eyes, both on desktop and mobile devices.
Those who managed to withstand Pirlo’s stare the longest without blinking or looking away won a ticket for an exclusive screening of the Final.
The Final Event
The screening for the most concentrated fans was held at an exclusive location — The Ancient Serdica complex, part of The Largo of Sofia.
The space occupied by the remains of the ancient Roman city of Serdika was turned into an arena worthy of an event for the Champions League Final.
Results
127,000 visitors
The Focus was visited over 127,000 times.
38,000 stare-downs
Players held over 38,000 battles against Andrea Pirlo.
5 minutes
The average game time was 5 minutes and 8 seconds.
1,430 leads
1430 leads were collected from the website.
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