Heineken taps Awkwafina, creates bestie cardboard cutouts for holiday campaign

Brand's promotion promises to reunite real-life friends (when it's safe to do so)

Published On
Dec 10, 2020

Editor's Pick

Cardboard cut-outs have stood in for fans at sport games during the pandemic, and now Heineken is encouraging people to use them as a stand-in for themselves in the time of social distancing.

In a U.S. promotion, the brand is giving people the chance to win a cardboard cutout that looks just like them that can be sent to their "bestie". Each cutout is delivered with a six-pack of Heineken. People can enter to win at BestieGiftEver.com, where they can upload their photo and adorn it with festive cheer for a chance to selected, up until Dec.13. 

To promote the sweepstakes, Heineken tapped Awkwafina to star in a social film, in which she's reunited in real-life with a friend in a pop-up garden bar. (All "besties" in the film were COVID-tested before filming, in case you're worried.) And, as part of the sweepstakes, this too may be possible; people can enter to win airfare to visit their bestie "once it’s safe to do so."

The campaign is via Publicis' Italy and New York offices.




Dec 10, 2020
Client :
Agency :
Agency :
Publicis-New York
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
Global Executive Creative Director :
Mihnea Gheorghiu
International Coordination Creative Director :
Guy Lewis
Worldwide Account Director :
David Pagnoni
Sr International Account Manager :
Derek Muller
Chief Creative Officer Publicis Communications East :
Andy Bird
Executive Vice President Executive Creative Director :
Matt McKay
Creative Director Copywriter :
Justin Via
Senior Vice President Group Strategy Director :
Tammy Hwang
Associate Creative Director Copywriter :
Spencer Campbell
Senior Art Director :
Eduardo Gomes
Associate Director Production :
Tim LeGallo
Producer :
Sam Moross
Account Director :
Vanessa Kopec
Account Supervisor :
Cory Spinney
Account Supervisor :
Ally Klein
Program Manager :
Avni Mittal
Senior Vice President Director Business Affairs :
Robin Okesenhendler
Business Affairs Manager :
Stephanie Berland
Senior Social Content Analyst :
Marybeth Marlow
Director :
Josh Nussbaum
Production Company :
m ss ng p eces
MP :
Ari Kuschnir
MP :
Kate Oppenheim
MP :
Brian Latt

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