• by Fern Siegel , 2 hours ago

Heineken wants to help American soccer fans understand the game.

A new out-of-home campaign by its creative AOR LePub NY translates the sport using familiar football, baseball and basketball terms. The creative doubles as an assist to U.S. audiences during the World Cup.

Digital OOH is located in select host cities, including New York, Philadelphia and Atlanta. Executions include digital street furniture and networks near fan fests, stadiums and transit hubs.

There are also live digital boards within New York’s subway system to report scores.

Guilherme de Marchi Retz, vice president, marketing at Heineken USA, told Agency Daily: “Heineken is in the business of turning conversations into connections, which has been at the heart of our global ‘Fans Have More Friends’ platform throughout this soccer season.

“We identified an opportunity to leverage Heineken's OOH campaign by turning it into a tool that playfully translates soccer into familiar American sports terminology, helping people who may be unfamiliar with the sport’s rules overcome that barrier and form new connections through a shared fandom.”

Part of the Publicis Groupe, LePub’s creative roster also includes Tecate, Barilla, Samung and Dos Equis.