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)
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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.
Credits
- Date
- Dec 10, 2020
- Client :
- Heineken
- Agency :
- Publicis-Italy
- 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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