Heineken is turning closed bars' shutters into adspace

Latest effort by the beer brand is kicking off in Argentina

Published On
Dec 22, 2020

Editor's Pick

Heineken has come up with a few different initiatives this year to help the bars and pubs that sell its beer survive through the pandemic, including its Back the Bars campaign, which started in Brazil, encouraging customers to buy a virtual drink to have later at their favorite bar.

Its latest comes from Argentina, where the brand is diverting its outdoor media budget from advertising on poster sites to advertising directly on the shutters of closed bars to help them find the money to reopen. The campaign, which features billboards with the message "See this ad today, enjoy this bar tomorrow," was created via the brand's global agency Publicis Italy. 

Credits

Date
Dec 22, 2020
Client :
Heineken
Agency :
Publicis-Italy
Sr. Director Global Heineken Brand :
Bram Westenbrink
Global Integrated Communication & CMI Manager :
Daniela Iebba
Global Communication Manager Heineken® Brand team :
Tanya Lubis
Global Communication Manager Heineken® Brand team :
Jose Antonio Casillas
Country Manager :
Fernando Sanz
Brand Grouper Heineken :
Guadalupe Ries Centeno
Brand Manager Heineken :
Francisco Morrone
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
Chief Creative Officer Publicis Italy :
Cristiana Boccassini
Global Executive Creative Director :
Mihnea Gheorghiu
Global Creative Director :
Eoin Sherry
Associate Creative Director Art Director :
Andrea Sarcullo
Senior Copywriter :
Ruxandra Drilea
Global Client Service Director :
David Pagnoni
Global Client Service Director :
Eleni Charakleia
Account Supervisor :
Gonzalo Gutierrez
BTL Agency :
BRION
Project Manager :
Ignacio Rodriguez Sola
Designer :
Hermann Schuller
Production Company :
TRESBIEN
Director :
Nicolás Mazzi
Producer :
Tomas Vidal

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