Gold
Creative Strategy
CPG/FMCG
| Entrant: | LePub, Milan |
| Brand: | Heineken |
| Title: | "150 Years of Whateverken" |
| Corporate Name of Client: | Heineken |
| Client Company: | Heineken, Amsterdam |
| Client Companies Global Communication Directors: | Agnieszka Gorecki/Daniela Iebba |
| Client Company Global Communication Manager: | Dana Katz |
| Client Company Global Digital Director: | Rob van Griensven |
| Client Company Senior Director Global Brand: | Bram Westenbrink |
| Client Company Brand Global PR Lead: | Jonathan O’Lone |
| Client Company Global Communications Campaign Manager: | Remco Schouten |
| Client Company Global Digital Production Manager: | Bram Reukers |
| Client Company Global Director Design & Sustainability: | Mark Van Iterson |
| Client Company Senior Packaging & Identity Design Manager: | Ramses Dingenouts |
| Media Company: | Dentsu Redstar, London |
| PR Company: | Edelman, London |
| Agency: | LePub, Milan |
| Agency Global CEO Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy: | Bruno Bertelli |
| Global Chief Creative Officer: | Cristiana Boccassini |
| Agency Global Creative Director: | Sandra Bold |
| Chief Creative Officers: | Mihnea Gheorghiu/Milos Obradovic |
| Executive Creative Director: | Andrey Tyukavkin |
| Agency Chief Creation Officer: | Francesca Zazzera |
| Creative Director: | Rainor Marinho |
| Associate Creative Director: | Corina Patraucean |
| Senior Copywriters: | Gian Marco Panichelli/Adina Cirstea |
| Senior Art Directors: | Giulia Trimarchi/Daniele Tesi |
| Agency Head of TV: | Anna Sica |
| Agency Senior Producer: | Tania Dal Pra |
| Agency Strategy Director: | James Moore |
| Agency Account Executive: | Francesca Gatti |
| Agency Account Supervisor: | Marta Dell'Adami |
| Agency Group Account Director: | Mirjana Slavkovic |
| Agency Global Head of PR & Communication: | Isabella Cecconi |
| Agency Director of Comms Planning: | Shane Roche |
| Agency Global Client Service Director: | Paola Natellis |
| Digital Company: | Boomerang, Amsterdam |
| Digital Company Chief Creative Officer: | Eldin Fetahovic |
| Digital Companies Executive Creative Directors: | Jordi Van De Bovenkamp/Rico de Lange |
| Digital Company Creative Director: | Dio Santos |
| Digital Companies Senior Creatives: | Victor Farias/Anirudh Shiva/Bruno Lopes |
| Production Company: | Prettybird, London |
| Director: | Bradley & Pablo |
| Executive Producers: | Ted Thornton/Juliette Larthe |
| Head of Production: | Fiona Bamford-Phillips |
| Production Company Head of Creative: | Tom Manaton |
| Production Project Manager: | Enrique Da Silva |
| Production Assistant: | Lottie Lindsay-Beavan |
| Post-Production Company Editor Dir Cut: | Sam Bould |
| Post-Production Company Editor: | Enrico Munarini |
| Music Production Company: | MassiveMusic, Amsterdam |
| Design Company: | Design Bridge and Partners, Amsterdam |
Description:
2023 marked an important milestone in Heineken’s history: the brand's 150th anniversary. The perfect time to remind people of our history, celebrate our legacy and talk about the quality of our products, right? Nope. GenZ told us clearly: they couldn’t care less about brand anniversaries. And, telling them how OLD Heineken was, wasn’t exactly going to win them over. So we needed to find a different way to leverage this event and get them to care about our brand. And since we discovered that none of them knows anything about our brand (including how to spell Heineken), we decided to celebrate the only thing they care about: good times. And so Heineken stopped being Heineken for a full year by changing its brand into all the misspells, mispronunciations and misuses coming from people all over the world, so that everyone could enjoy a Heineken in their own way. The brand changed its entire global labeling production with all the misspells and nicknames from all over the world: over 300 million bottles (projected to become over 2 billions in 2025), 0 correctly spelled “Heineken”. As well as: beer trucks, bar signs, beer taps, social media handles and more. A global tv campaign, OOH and social content celebrated people mistreating our brand for the sake of good times. While misspelling Heineken online rewarded people with special promos based on their misspell. Then we activated every market with local top spins activations, including exclusive collabs with: Adidas, MSGM, Monopoly and more. In other words: 150 years of good times. One way or another.