Nothing will replicate the camaraderie among friends while watching a live sporting. Passion, tension and all other emotions run wild. In a group dynamic a bond exists that is difficult to express. And yet it is there. Undeniably present and unshakable.

In a recent build up to the UEFA Championship game, Heineken sought to remove watching the match in isolation, which they stated happened 70% of the time. They rigged seats in an open park with motion sensors. With height or a body in the seat, a portion of the screen was lit up. All seats need to be filled in order to view the full screen.

Besides sports, the next best option to bring people together: you guessed it: BEER.

View the execution here: