The annual Emirates Airline Dubai Rugby Sevens - colloquially known as 'The Sevens' - is the Middle East's largest sporting and social occasion. A much-loved calendar fixture for the last 50 years, this action-packed weekend of rugby and entertainment is a Dubai institution.

With each year being bigger and better than the one before, our challenge was to create branded experiences never previously seen at this - or any other - event in the region. While the main beverage sponsor was Heineken Silver, supporting sponsors included leading beer brands Tiger Beer, Birra Moretti and Amstel Lager. With so many category players vying for attention and spend, it was crucial that we positioned Heineken Silver as the "beer of choice" for fans over the Sevens' weekend festivities.

The vast area in and around The Seven’s stadium comprised a VIP Lounge, Tavern, and dedicated beer garden. To distinguish each space, our creative strategy was to give each area its own unique feel. The VIP Lounge included bars and activations for Heineken Silver, Amstel Lager and Birra Moretti. The tavern, taking inspiration from what the Germans do so well, was designed as a beer hall, pulsing with energy and beats from a  live DJ. The ‘Brew Fest’ beer garden showcased multiple beer brands accompanied by live music acts.

Convincing the client that the ‘Brew Fest’ beer garden would be a much-loved concept. We were proven rights as this space was arguably the most popular at the event.