Heineken 'Shutter Ads' wins Cannes Outdoor Grand Prix
Effort by the beer brand in Argentina aimed to keep bars afloat in the pandemic
Editor's Pick
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.
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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