The campaign broke yesterday during the first match day of the 2005/06 season and incorporates TV, print and online work. It will run throughout the tournament, reaching over 120 countries.
The TV creative consists of a series of break bumpers, called 'One Big Game', and a thematic ad campaign known as 'Square'.
The latter will feature football legends Gianfranco Zola and Romario playing with four fans in a typical European city square.
The creative was handled by Strawberryfrog. The agency was recently appointed to spearhead Heineken's £70m global ad account (Marketing, 24 August).