Heineken shrugs off holiday mishaps in its Chinese New Year campaign
Humorous work by Publicis Singapore is running across Asia Pacific markets
Editor's Pick
Holiday mishaps were something of a theme over Christmas this year--Orange's festive ad depicted holiday fails and Argos featured a holiday-wrecking imp. The idea that the festivities don't always go perfectly is also central to Heineken's Chinese New Year campaign for its Asia-Pacific markets.
In one light-hearted spot from Publicis Singapore, part of a campaign rolling out in 15 Asian markets in the first quarter of 2019, Christmas lights get smashed, fireworks fail to go off (and then do unexpectedly), party clothes get ruined and part of the celebratory meal even gets left on top of a taxi. "Holiday troubles are part of the tradition," says the ad, before encouraging viewers to "enjoy them" while chilling out with a Heineken.
Apart from TV ads, the campaign includes 15- and 6-second videos and GIFs titled "Holiday Troubles," as well as OOH and retail activations.
It's first time Heineken has run such a Chinese New Year campaign across Asian markets and in preparation, it interviewed consumers across the region in search of creatively inspiring insights. It says that while rituals and festivals significantly vary from one country to the next, one key theme consistently re-emerged--that despite the strive for perfection, things seldom turn out as planned.
Ed Booty, chief strategy officer, Publicis Communications, APAC, explains,“With the many diverse festivals and rituals across so many markets, creating one ‘festive’ campaign is challenging. Thankfully, mishaps happen in every culture; they’re the oldest tradition of all. Dispelling the myth of perfection and bringing a bit of levity to proceedings is the perfect role for Heineken.”
Credits
- Date
- Jan 18, 2019
- Client :
- Heineken
- Agency :
- Publicis-Singapore
- Senior Director Global Heineken® Brand :
- Gianluca di Tondo
- Heineken® Brand Development & Communication Director Asia Pacific :
- Maud Meijboom – van Wel
- Heineken® Communication Manager :
- Eunjung Oh
- Global Chief Creative Officer :
- Bruno Bertelli
- Global Executive Creative Director :
- Marco Venturelli
- Global Executive Creative Director :
- Luca Cinquepalmi
- Executive Creative Director :
- Axel Grimald
- Associate Creative Director :
- Ivan Loos
- Associate Creative Director :
- Henrique Zirpoli
- Associate Creative Director :
- Macky Mina
- Chief Strategic Officer APAC :
- Ed Booty
- Planning Director :
- Noa Dekel
- Executive Vice President :
- Donatien Souriau
- Senior Account Director :
- Matthieu Morteau
- Senior Account Executive :
- Kinzah Iqbal
- Agency Producer :
- Lillian Chan
- Production Company :
- The Royal Budapest Film Co.
- Director :
- Justin Reardon
- Director of Photography :
- Glynn Speeckaert
- Editor :
- Michael Houlahan
- Post Production :
- Prodigious Singapore
- Editor :
- Maciej Kozlowski
- Executive Producer :
- Barbara Reardon
- Worldwide Account Director :
- David Pagnoni
- International Account Manager :
- Dalila Salhi
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