As any creative or brand manager will tell you, there is a distinguishable feeling you experience when a true, substantial and workable insight slowly emerges from the shadows of your mind, and then settles – as a truth you can’t believe you didn’t know a few minutes earlier. When a solid insight meets a talented creative team, and the insight is brought to life in a real and meaningful way, brand magic happens. The video below is a perfect example of this. Watching football with friends is one of many guys most sacred experiences. Heineken realized this, but also had the insight to realize that this time is under threat. From work, from wives, from studies. This insight laid the platform for one of the best brand stunts I have seen in a long time. Enjoy. And when working with your brands, keep pushing for that insight. You’ll feel it when you get it.