| Title | Share The Drama - The Test |
| Agency | WE ARE Pi |
| Campaign | Share The Drama - The Test |
| Advertiser | Heineken |
| Brand | Heineken |
| Date of First Broadcast/Publication | 2018 / 5 |
| Business Sector | Alcoholic |
| Tagline | Share The Drama - The Test |
| Story | Ahead of the UEFA Champions League Final in Kiev, We Are Pi and Heineken encouraged Ukrainian football fans to #sharethedrama. |
| Philosophy | The film, which launched at the end of April in Ukraine, is WE ARE Pi’s first collaboration with the Heineken brand. Real employees of Kiev’s Chop-Chop barbershop were sent on a ‘team building day,” without realising they were about to participate in “The Test” a series of experiments aimed at showing that the drama of football is best shared with mates. During the test, ‘scientists’ record reactions of a group and solo participants, wearing wired headsets, engaging in a range of activities from playing table football to watching a real match. Monitors show joy and excitement topping the charts as the group high-fives and busts out the Mexican Wave, while solos’ emotions register low on the bar. A final reveal shows the participants reunited. They learn that the experiment proved that watching UEFA Champions League matches is more exciting together than alone. And they win tickets to share the drama together at the UCL final. |
| Problem | Most Ukrainians prefer to watch football alone. With the Champions League Final coming to Kiev later this month, WE ARE Pi and Heineken set out to change this by ‘scientifically’ proving that sharing the drama, and a load of Heineken beer together, is much more fun. |
| Media Type | Branded Content |
| Length | |
| Sound Designer | Wave Studios |
| Global Heineken Communication Manager | Els Dijkhuizen |
| Senior Brand Manager Heineken | Veroniek van Duren |
| Brand Manager Heineken | Charlotte Rietschel |
| Global Heineken Communications Team | Francesca Baldrighi |
| Managing Director | Clare Jones |
| Executive Creative Director | Barney Hobson |
| Executive Creative Director | Rick Chant |
| Chief Strategy Officer | Alex Bennett-Grant |
| Creative Team | Jake Kedge |
| Creative Team | Pierre Gilles |
| Account Manager | Gabriele Gumu |
| Strategist | Chloe Ribas |
| Business Affairs | Ravinia Thwaites-Batteau |
| Executive Producer | Stephanie Whitehead |
| Producer | Ekaterina Golovkina |
| Production Company | Limelite |
| Director | Jonty Toosey |
| Director of Photography (DOP) | Denis Lushchik |
| Executive Producer | Vlad Bolyelov |
| Line Producer | Roman Kravets |
| Editor | Alexander Chorny |
| Music Company/Artist | MassiveMusic Amsterdam |
| Post Production | Darlings Post Productions |
| Graphics & Animation | Iamalwayshungry |