Fantenders

Heineken / BBH China
CREARCHIVE Score
40
HeinekenFantenders2025
Fantenders
BrandHeineken
AgencyBBH China
Award ShowD&AD
CategoryEXPERIENTIAL
Year2025
CountryChina
Description

Stagnant economy and rising labor costs force bars in China to close by 2 AM, leaving UEFA Champions League fans without venues for 3 AM matches. Heineken tackled this by launching a new late-night business model: FanTender. Hardcore football fans take over bars during European matches, keeping them open for fan gatherings. Unlike a traditional campaign, FanTender activation drew 448k "FanTenders" applications and activated the events across seven cities in China. Heineken and FanTenders helped bars operate during UEFA matches, achieving 250% average sales growth.

Awards
  • • D&AD — Experiential: Activation & Participation — Graphite Pencil
Credits
BrandHeineken
ClientHeineken
Design AgencyBBH China
Entrant CompanyBBH China
Advertising AgencyBBH China
Production CompanyProdigious China, East Coast Studio
ShareXIN
HeinekenBBH ChinaD&ADEXPERIENTIALChina

Similar Campaigns

Missing Articles
Missing Articles
The Wall Street Journal
Mother London
CREARCHIVE Score
109.8
Hey Drake, This Yours?
Hey Drake, This Yours?
Sydney Water
It's Friday
CREARCHIVE Score
60
Molecules
Molecules
Chupa Chups
BBH London
CREARCHIVE Score
40
Meander Valley Poems
Meander Valley Poems
Meander Valley Council
For The People
CREARCHIVE Score
22
Marjoree
Marjoree
Show Me Fonts
Show Me Fonts
CREARCHIVE Score
40
Menopause Mode
Menopause Mode
LG
AlmapBBDO
CREARCHIVE Score
60