Heineken Creates an Interactive 3D Billboard That Doubles as a Bar
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Heineken Creates an Interactive 3D Billboard That Doubles as a Bar

By  |  December 15, 2020  |  Uncategorized  |  No Comments

The Publicis stunt cleverly communicated Heineken 0.0’s alcohol-free credentials.
Heineken / Publicis


By Sara Spary

46 mins ago

Outdoor advertising doesn’t need to be flat and functional—it can be interactive and fun, as this new stunt by Publicis for Heineken 0.0 in Brazil demonstrates.

The agency created a clever 3D, interactive billboard on a Rio de Janeiro road that doubled as a bar, complete with bar staff.

The pop-up outdoor bar, which was open for three days, invited drivers to pull up and grab a free Heineken 0.0, the brand’s zero-alcohol lager.

The billboard’s height was positioned so that drivers, who had to be aged 18 and over, could pull up and unwind their car windows to grab a freebie—ensuring social distancing, as there was no physical contact between participants, the agency said.

Drivers were targeted to reinforce the message that anyone can drink zero alcohol beer any time of the day, even while driving, said Vanessa Brandão, director of the Heineken Group’s premium brands in Brazil.

“The Outdoor Bar is another novelty in the communication plan for Heineken 0.0, which literally shows one of its possible consumption occasions,” she said.

Domenico Massareto, chief creative officer at Publicis Brazil, added: “Out of home represents a possibility for brands to inspire people with a public message—in this case, a light, good-natured and very engaging message that explains the new product in the context of life.”

CREDITS:

Title: Outdoor Bar

Client: Heineken

Product: Heineken 0.0

Agency: Publicis

CCO: Domenico Massareto

Executive Creative Director: Gustavo Victorino

Creative Director: Arturo Marenda

Associate Creative Director: André Leotta

Copywriters: Pedro Maneschy, Jessica Borges

Art Director: Gustavo Vieira, André Rival, Isabel Fontes, Samuel Gonçalves

Content: Claudia Cecilia, Lucas Pestana, Danilo Guerreiro, Nathalie Oliveira

Head of Service: Flávia Cortes

Attendance: Joanna Alencar, Renata Príncipe, Marcella Spada

Head of Planning: Juliana Elia

Planning: Daniela Altenfelder, Caio Dias

Media VP: Mauricio Almeida

Media: Ana Sanchez, Polimarcos Macedo, Jussara Bezerra

Head of Production: Renata Sayão

RTVC: Natasha Natasha Zaminiani

Global CCO: Bruno Bertelli

Global Creative Director: Guy Lewis

Global Account Director: Derek Mueller

Business Director: Caroline Bassi

Business Strategist: Lucas Callile

Business Manager: Gioconda Ferraz

Media Manager: Carolina Gattás

Media Supervisor: Cleberson Luque

Media Analyst: Bruna Morales and Thiago Lopes

Client Approval: Nabil Nasser, Vanessa Brandão, Guilherme de Marchi Retz, Stephanie Pacheco Schurmann, Carina Hermida, Juliana Magalhães Rocha, Guilherme Bailão, Mauro Homem, Talita Cristina Wilke

Sherpa42

Attendance: Débora Bisi

Production: Rafael Maia, Daniela Peres and Camila Prazeres

Creation: Mariana Pérez, Leonardo Calvão, Mateus Ramos and Cauê Bexiga

Planning: Filipe Alberto and Manoela Amarante

Digital Hub: IProspect

Business Director: Caroline Bassi

Business Strategist: Lucas Callile

Business Manager: Gioconda Ferraz

Media Manager: Carolina Gattás

Media Supervisor: Cleberson Luque

Media Analist: Bruna Morales e Thiago Lopes

About the Author: Sara Spary

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