Heineken Silver's launch campaign plays on the fakeness of Instagram

Ads follow spoof metaverse launch for lighter brew aimed at Gen Z

Published On
Apr 15, 2022

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Having debuted its new Heineken Silver variant with a spoof metaverse launch, now Heineken is promoting the brand to Gen Z with a playful campaign that again extols the benefits of real life over digital connections.

The brand has launched a series of ads that are running across Europe, all on the theme of "Instagram vs Reality." In each ad, we start with a scene that looks like typical Instagram fodder-- a man snorkeling, a woman in an infinity pool, a glamorous bar -- only for it to be revealed that the scene is fake and they are just having fun, hanging out with their friends. The 20 second ads, airing on TV and digital, were directed by the Perlorian Brothers via Hobby Film.

The campaign also includes a fun digital outdoor installation in London's Piccadilly Circus, in which digital avatars appear to break the fourth wall of the billboard by grabbing a beer. Framestore worked on the avatars and effects.

"Launching the first virtual beer was an ironic take on food and drink brands launching in the metaverse," said Bram Westenbrink, global Heineken brand director, in a statement. "Today, we are taking the campaign to the next level through digital, TV and out-of-home content across Europe – challenging stereotypes in beer advertising.”

Heineken Silver, which has been available in Europe since April 7, has been specially formulated to appeal to Gen Z, with 4% ABV and offering a "lighter" drinking profile." Willem van Waesberghe, Heineken's global craft and master brewer, described it in a statement as a "delightfully refreshing, less bitter and easy-to-drink lager that will appeal to a new generation of beer drinkers and a broader range of taste palates."



Apr 15, 2022
Client :
Agency :
Publicis Italy/Le Pub
Production Company :
Hobby Film
Director :
The Perlorian Brothers
Fredrik Backar
Executive Producer :
John Gerard
Production Service in Barcelona :
Producer 24/7 :
Nayla Soffita
Post Production Company :
The Mill
Producer :
Thomas Cole
Sound Studio :
Grand Central Recording Studios
Sound Engineer :
Raja Sehgal
Editors TVCs :
Ben Canny
Editors TVCs :
Enrico Munarini
Editor Digital :
Claudio Roveda
Art Buyer :
Art Buyer :
Caterina Collesano
Photographer :
Tom Sloan
Production Company :
Founder/EP :
Marco Orlando
Head of Production :
Caterina Colombo
Producer :
Sara Tolfetti
Executive Asst :
Lorenz Zaretti
Production Manager :
Marco Agnesi
Digi Tech :
David English
1st Lighting Assistant :
Sebastian McCluskey
2nd lighting assistant :
Guy Isherwood
Post Production :
Officina Otto
Production Services :
Sampling Agency :
Jack Morton
Project Director :
James Symons
Creative Director :
Dan Jerrard
Strategy Director :
Bertie Ager

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