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SHUTTER ADS

GRAND PRIX | Cannes Lions | Outdoor | 2021

The on-trade is a major partner for Heineken, and it's been a tough time for them during the pandemic. 

Bars need to be in business to survive.

 

So, 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.

HNK+ShutterAds+Board.jpeg

Heineken made a significant shift in their media buying strategy. They smartly redirected their existing media budget from outdoor advertising globally to the shutters of the most iconic and beloved bars worldwide. This game-changing move has had a tremendous impact.

 

Over 5000 bars across the globe have directly benefited from a staggering 7.5 million euros that Heineken has paid them. And the best part? Even more bars are joining in on this initiative every single week. With Shutter Ads, Heineken has delivered a whopping 40% more media value compared to traditional out-of-home advertising.

 

But that's not all. The results speak for themselves: every single bar participating in this program has successfully reopened, achieving a remarkable 100% success rate.

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, Ruxandra Drilea 

Creative Supervisor: Giuseppe Vescovi, Rosario Floridia 

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

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