Evidently not worried about cries of sexism, Heineken has organized a giant shoe sale in Brazil this Saturday—so that women will flock to it and leave their boyfriends and husbands in peace to watch the Champions League final between Real Madrid and Atlético de Madrid. Women's shoes will be available for up to 50 percent off at Shoestock stores. Wieden + Kennedy São Paulo came up with the idea, which Heineken in a press release said "is entirely good-natured and will generate conversation." Both are surely true. "Our goal is to run a fun campaign unlike anything we have ever organized in Brazil," said Bernardo Spielmann, director of the Heineken brand and sponsorships at Heineken Brazil. "Therefore, the Heineken Shoe Sale will be announced with a humorous tone in the digital environment, including teasers, email marketing and videos." "The idea is to help guarantee men time to watch the game on Saturday afternoon," said W+K creative director Otavio Schiavon. "So we're going to provide an argument that will make it so their wives or girlfriends have something interesting to do during the game. He's going to surprise her with news about a shoe sale. And she, in turn, can leave him to watch the UEFA Champions League final." Credits below. CREDITS Client: Heineken Project: Heineken Shoe Sale Agency: Wieden+Kennedy São Paulo Executive Creative Directors: Icaro Doria, Guillermo Vega Creative Directors: Otavio Schiavon, Marco Martins Copywriter: David Besller, Caio Mattoso, Otavio Schiavon Art Director: Raul Arantes, Rodrigo Mendes, Marco Martins Digital Producer: Rafael Gaino e Maurício Junior Digital Deploy: Debaser Agency Producer: Gabriel Dagostini Planning: Rodrigo Maroni, Rafael Rossi, Livia Lanzoni, Ian Bueno Account: Danilo Ken, Beatriz Andreucci, Isabele Garcia Media: Renato Valio, Stephanie Campbell, Caroline Ventura, Douglas Silveira Client Approval: Daniela Cachich, Bernardo Spielmann, Chiara Martini, Andrea Rubim, Renata Costa Production Company: Conspiração Filmes Director: Fernando Reginato (DEL) Director of Photography: Paulo Disca Producer: Karin Greco, Pablo Alvez Account - Production Company: Leonardo Alves, Renata Schincariol Audio Facility: A Voz do Brasil Account - Audio Production House: Rosana Souza, Cássia Garcia Announcer: Edinho Moreno Post House: Nash