Heineken: The Social Swap

Shortlist Award

The Social Swap

Heineken

United Kingdom

2025

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Entrant Company

LePub

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Experience/Activation

Category

Digital/Mobile

Female pundits still face sexism on social media, creating a hostile space for fans and professionals alike. As the UEFA Champions League sponsor for both women and men, Heineken® set out to tackle these biases during the May 2023 finals. We teamed up with two of UK’s biggest football legends, Jill Scott and Gary Neville, who swapped their X (formerly Twitter) accounts for five matches in a thought-provoking experiment. Gary, posting as Jill, received five times more sexist comments than Jill did as Gary, with responses like “go back to the kitchen”. The reactions exposed a very ugly truth in our hero film 'The Social Swap'. After being revealed, it sparked global conversations and reinforced Heineken’s message: football is for everyone.

All 2025 Winners

Credits

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