01
What was stuck
- The experience had to work in dense venues with limited infrastructure while keeping fan participation central.
Heineken® · Experiential innovation
Social Screen
A communal screen assembled live from football fans' phones.
Recognition
2025
Case study
From brief to finish.
Heineken®. UEFA Champions League. A live experience made phone by phone.
02
The fix
- A phone-powered, fan-built screen where every device becomes a pixel in one live UCL experience.
03
My role
- Novic and the South African team worked with LePub Milan on the concept, messaging, user experience and visual language. Novic then directed the live activation and social content.
04
What happened
- Cannes Lions 2025: Outdoor Shortlist. Creative Circle 2025: OOH Gold.
The work
See it in motion.
01The screen, assembled phone by phone. 02One communal screen. A shared match moment.
Selected credits
Novic Hader and the South African team · Concept, messaging, user experience and visual language with LePub Milan.
Novic directed the live activation and social content.
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