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.
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