Heineken and Publicis Italy have won one of three Outdoor Grand Prix at Cannes for the brand's "Shutter Ads" campaign.

During the pandemic in Argentina, the beer brand diverted 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 featured billboards with the message "See this ad today, enjoy this bar tomorrow,” and ultimately rolled out internationally making the shutter sites open to other brands' ads. 

Jury President Luis Sanchez, chief creative officer at AlmapBBDO, said the campaign "showed how one brand could act in a local community and the idea could scale globally."

Original story

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.