Background: For 50 years, Rugby 7s in the UAE has been more than just a sport—it’s a cultural phenomenon. While everyone looks forward to the annual event, many don’t fully understand the game, its rules, or the lingo. But that hasn’t stopped Rugby 7s from becoming one of the most anticipated events on the calendar.
The Idea: Heineken’s global Fresh Perspective campaign captured a simple truth: “You don’t have to know the rules to enjoy the game.” Rugby 7s isn’t just for the hardcore fans—it’s for anyone who loves a good time.
Our digital campaign for Heineken at Rugby 7s embraced this fresh perspective. We showcased that the event is about so much more than rugby—it’s about the atmosphere, the food, the music, the epic after-parties, and the unbeatable team spirit. Whether you’re there for the sporting action or just soaking in the vibes, everyone can enjoy the experience.
Heineken at Rugby 7s: Where you don’t need to know the rules to have a great time.
