Employees typically do not have the power to go AWOL from work without ramifications, which is why Heineken is appealing to bosses to let everyone have time off to watch the World Cup.
Developed by Wieden + Kennedy New York, the #BrazilianNoShow invites people to tweet @Heineken_US to identify which game and time they plan to take time away from work. The effort also appeals to bosses to let their employees off the hook to watch the games.
Then, Heineken will select a few companies that accept the challenge and grant a #BrazilianNoShow to their office with free beer.
"#BrazilianNoShow stems from the idea that in America, unlike the rest of the world, we must contend with World Cup game times that are not conducive to watching — midday, during work hours where we’re relegated to watching between meetings and on lunch breaks from our desks and cubicles," says a W+K rep.
Although this campaign is getting widespread attention due to the fact the U.S. has advanced farther than most expected, this idea was conceived independently of U.S. participation or advancement in the tournament. "While it definitely helps the fever swell of enthusiasm we’ve seen for this 2014 Cup, the intent of the idea was always to capitalize on the insight that for soccer fans in the American time zones, kick off times and workday schedules aren’t conducive for watching or befitting of an event of this caliber that only comes every four years," the agency said.
"So we always wanted to do something regardless for the tournament to build off that insight and help American soccer fans open their worlds. But the excitement for Team USA’s play has only helped fuel the fire."
This campaign launched with a YouTube video featuring Heineken CMO Nuno Teles followed by social media elements.
W+K New York has worked with Heineken USA since 2011. And although the shop’s Amsterdam office works on the global Heineken business, this idea was tailor made for the American market and won’t be introduced internationally.