Heineken shrugs off holiday mishaps in its Chinese New Year campaign

Humorous work by Publicis Singapore is running across Asia Pacific markets

Published On
Jan 18, 2019

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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
Producer:
Barnabas Hutlassa
Executive Producer:
Barbara Reardon
Worldwide Account Director:
David Pagnoni
International Account Manager:
Dalila Salhi

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