Creativity

Beer in a business meeting? Heineken's 0.0 ads show it's now OK

'Now you can,' says campaign by Publicis--just don't embarrass yourself

By Alexandra Jardine. Published on Jul 18, 2018

Editor's Pick

Heineken's new global campaign for its 0.0 zero alcohol beer takes a comedic approach to the subject, portraying situations where you shouldn't drink beer, but now (in theory) can.

In one of the ads, by Publicis Italy, a man who's just finished giving a business presentation cracks open a bottle, to the horror of his fellow attendees around the conference table. He points out that it's 0.0 beer -- but still manages to embarrass himself as silly pictures of himself appear on his laptop, projected onto the wall behind.

The other two scenarios take a similar approach, with the disapproval stemming not from the alcohol but from other embarrassing behavior. In "Parking," a man is drinking beer in his car when a cop approaches to write out a ticket. He's quick to point out the mistake; however it's not for the alcohol -- he's parked illegally. And in "Locker Room," a woman drinks beer in the gym after a workout-- she ignores the disapproving looks of her trainer and fellow exercisers, but then walks into the male locker room by mistake.

Directed by The Bobbsey Twins from Homicide through Blink, the ads all carry the tagline "Now you can."

The wider campaign consists of more than 25 different pieces of content including TV, social films, pre-rolls, online banners, print and OOH.

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Credits

Date
Jul 18, 2018
Client:
Heineken
Agency:
Publicis Italy
Senior Director Global Heineken Brand:
Gianluca di Tondo
Head of Global Marketing Innovation Heineken Brand:
Ilaria Lodigiani
Marketing Innovation Manager Heineken Global:
Sarah Nisenbaum
Global Chief Creative Officer:
Bruno Bertelli
Chief Creative Officer:
Cristiana Boccassini
Executive Creative Director:
Luca Cinquepalmi
Executive Creative Director:
Marco Venturelli
Global Digital Creative Director:
Milos Obradovic
Global Digital Creative Director:
Mihnea Gheorghiu
Associate Creative Director:
Edgard Guimaraes
Associate Creative Director:
Vinicius Dalvi
Art Director:
Giovanni Greco
Art Director:
Giulia Di Filippo
Art Director:
Laura Aondio
Copywriter:
Enrico Pasquino
Copywriter:
Sara Rosset
Copywriter:
Francesca Vitello
Strategic Planner:
James Moore
Producer:
Marijana Vukomanovic
Worldwide Account Director:
David Pagnoni
Client Service Director:
Eleni Charakleia
Account Supervisor:
Fabiola Miccone
Production Company:
Blink Productions
Director:
The Bobbsey Twins From Homicide
Executive Producer and Partner:
James Bland
Producer:
Patrick Craig
Director, Photography:
Alex Barber
Colorist:
Matthieu Toullet
Visual Effects Supervisor:
Alex Gabucci
Post Producer:
Ryan Hancocks
Music Track:
"It's Your Thing" (O. Isley, R. Isley, R. Isley)
Publishing:
EMI Music Publishing Italia S.r.l.
Recording Cover Master:
(P) SM Publishing (Italy) Srl obo Pure Sync Limited

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