Heineken reunites Italy's lockdown balcony musicians for the Italian Grand Prix
Campaign by Publicis saw them perform at Monza in the fanless stadium
Sep 09, 2020
People around the world were amazed and uplifted by footage of musicians performing from their balconies during the coronavirus lockdown in Italy this spring. Many cited it as symbol of hope in a bleak period, and now, a campaign by Heineken has reunited some of the performers whose performances went viral.
The brand and agency Publicis Italy invited performers such as including trumpet player Raffaele Kohler, violinist Stefano Camilli and tenor Maurizio Marchini, who became famous for his rendition of Nessun Dorma from his balcony in Florence, together to make a special orchestra. They were first invited to a theater, and then told that they had been given the opportunity to perform the Italian national anthem before the Italian Grand Prix in Monza, of which Heineken is a sponsor.
Like most big sporting events, the F1 race had to take place behind closed doors, but the group got to perform in the empty stadium last Sunday and Heineken made it into a social video, ending with the message, "Even if apart, Italians always find a way to stay together." It's all part of the brand's ongoing "Socialize Responsibly" campaign, which has delivered a series of different films throughout the pandemic, encouraging people to enjoy its products while taking care to socially distance.