Heineken "The delay" by Publicis Italy

Heineken reaches out to rugby novices with its Rugby World Cup campaign.

The 30-second spot shines a light on seasonal rugby fans hoping to enjoy the festivities of the tournament without really knowing how the sport is played. From awkwardly following the crowd’s reactions to unwarranted cheering, the characters' fumbles reassure viewers "you don’t need to know all the rules to enjoy the Rugby World Cup".

The work was written by Claudia Illan, art directed by Hugo Wahledow and directed by Megaforce through Iconoclast Paris. 

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