SHUTTER ADS
GRAND PRIX | Cannes Lions | Outdoor | 2021
The on-trade is one of Heineken’s biggest partners and during the pandemic is was struggling.
Bars need to be in business to survive.
What if bars’ closed shutters could actually help them open up again?
Turning closed shutters into a new media space to help bars cope during the crisis
already helped bars in Argentina, Spain, Italy, Germany
the project is ongoing, as Heineken will help out more bars around the world.
Heineken shifted the way they program their media buying, redirecting the existing media budget from outdoors around the world, to the shutters of the most famous and loved bars around the world. More than 5000 bars around the world benefited from 7.5 million euros directly paid to them, and even more bars are joining in every week. Shutter Ads brought in 40% more media value than the traditional OOH and 100% of bars in the initiative reopened.
HERE IS WHAT WE'VE DONE IN ITALY
Credits
Agency: Publicis Italy
Client: Heineken Global
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Creatives
Global Executive Creative Director: Mihnea Gheorghiu
Executive Creative Director: Michele Picci
Global Creative Director: Eoin Sherry
Associate Creative Director: Andrea Sarcullo
Creative Supervisor: Giuseppe Vescovi
Creative Supervisor Copywriter: Rosario Floridia
Associate Creative Director: Ruxandra Drilea Apetrei
Senior Copywriter: Alex Sinmaleza
Digital Copywriter: Margherita Teodori
Senior Art Director: Ivan Montebello
Digital Art Director: Thomas Aito
Awards
BRONZE | Cannes Lions | Creative Strategy | 2022
GOLD | The One Show | Branded Entertainment | 2022
GOLD | The One Show | Creative Effectiveness | 2022
GOLD | The One Show | Direct Marketing | 2022
GOLD | The One Show | OOH | 2022
GOLD | The One Show | Best of Direct Marketing | 2022
BRONZE | The One Show | Creative Effectiveness | 2022
GRAND PRIX | Clio Awards | OOH | 2022
SILVER | Clio Awards | Experience | 2022
SILVER | Clio Awards | Activation | 2022
BRONZE | Clio Awards | Direct | 2022
GRAND PRIX | Cannes Lions | Outdoor | 2021
SILVER | Cannes Lions | Outdoor | 2021
SILVER | Cannes Lions | Media | 2021
GRAND PRIX | Eurobest | Media | 2021
GRAND PRIX | Eurobest | Outdoor | 2021
GOLD | Eurobest | Brand experience | 2021
SILVER | Eurobest | Outdoor | 2021
BRONZE | Eurobest | Outdoor | 2021
GRAND PRIX | LIA | Ambient & Activation | 2021
GOLD | LIA | Ambient & Activation | 2021
GOLD | LIA | Billboard | 2021
GOLD | LIA | Billboard | 2021
GOLD | LIA | Non-Traditional | 2021
SILVER | LIA | Evolution | 2021
GRAND PRIX | Golden Drum | Outdoor | 2021
GOLD | Golden Drum | Engagement | 2021
GOLD | Golden Drum | Impact [Covid-19] | 2021
GOLD | NYF | Innovative | 2021
BRONZE | NYF | Outdoor | 2021