Heineken. The Spoon.
I still remember how much I loved playing FIFA 2001 with the Italian football legend Francesco Totti. 20 years later I met him again. But not while holding a controller in my hand but while letting him say sorry for a cheeky goal he shot during the EURO 2000 against the Netherlands. A goal called "Il cucchiaio" in Italian, or "The Spoon" in English.
We started "The Spoon" as a funny battle on Instagram between Totti and the three Dutch football legends Clarence Seedorf, Ronald de Boer and Giovanni van Bronckhorst. Until they met for a reunion in Amsterdam. But it wouldn't be Heineken if there weren't any surprises on both sides...
A couple of days before the opening match of EURO 2020 we teased our idea for one day (including Instagram stories and posts as well as 10"-15" teaser edits) and released the long edit on the second day. Shortly after we made it into Italian news shows and got hyped by GQ magazine or La Gazzetta dello Sport we started an Instagram challenge with Totti where he called his followers to "try to open a Heineken with a spoon". Supported by famous football friends as Christian "Bobo" Vieri we inspired thousands of football fans in Italy and Europe to try the challenge while watching the EURO matches.
Here a 10 second teaser we used to make football fans curious about the upcoming long edit of "The Spoon".
Shortly after releasing the long edit of our idea we pushed it with a 15" video revealing the big surprise at the end.
And then followed by a short video of Totti motivating his fans and followers to join the spoon challenge by opening a Heineken with a spoon. Totti preferred to do a version in Italian because he said he's just godlike regarding football ("Apri la tua Heineken #colcucchiaio" – "Open your Heineken #withaspoon").
"Gli olandesi ancora rosicano?" / "Do the Dutch still have to nibble on it?"
"Gli olandesi: ... / The Dutch: ..."
