Difficult misconceptions
With this marketing campaign, Heineken needs to interrupt the stereotype of gaming as an anti-social passion, mentioned Eduardo Picarelli, director of the model’s enterprise unit in Brazil.
“We entered the universe of video games as a result of we’ve got one thing in widespread: the truth that socialization is each the core of our model and the gamer neighborhood,” Picarelli mentioned in a press release. “The function chosen for Heineken on this marketing campaign is to demystify the picture of the gamer remoted from mates.”
Heineken beforehand ventured into gaming tradition in 2021, with nonalcoholic beverage Heineken 0.0 sponsoring an internet match with Method 1 referred to as Participant 0.0, which continued into 2022.
CREDITS:
Sr. Director International Heineken Model: Bram Westenbrink
International communication director: Agnieszka Gorecki
International communication supervisor: Guilherme Retz
Model world PR lead: Jonathan O’Lone
International head digital client innovation: Natacha Volpini
Brazil CMO: Nabil Nasser
Brazil model director: Eduardo Picarelli
Brazil Sr model supervisor: Igor de Castro
Brazil model supervisor: Marina Awada
Brazil head of PR: Adriana Teixeira
Company: Publicis Italy/LePub & LePub Brazil
International CEO Le Pub, International CCO Publicis Worldwide and CCO Publicis Groupe Italy: Bruno Bertelli
International chief inventive officer: Cristiana Boccassini / Mihnea Gheorghiu
Chief inventive officer Brazil: Felipe Cury
International government inventive director: Andrey Tyukavkin
Artistic director Brazil: Greg Kickow / Alex Adati
Affiliate inventive director Italy: Stefano Zanoni, Roberto Ardigò
Copywriter Brazil: Andressa Cruz
Intern artwork director Italy: Thu Cao
Intern copywriter Italy: Amilcar Silarsah Veerapen
Intern copywriter Italy: Başak Özkeskin
International head of PR and communication: Isabella Cecconi
Basic supervisor Brazil: Ana Hernandes
Enterprise director Brazil: Jayme Neto
Group account director Italy: Ilaria Castiglioni
International account director: Derek Muller
International knowledge strategist: Ilko Petkov
International technique director: Monica Radulescu / James Moore
Head of technique Brazil: Silvia Paes
International chief manufacturing officer: Francesca Zazzera
Producer publish manufacturing Brazil: Marcia Lacazze
Producer publish manufacturing Italy: Sabrina Sanfratello
Manufacturing firm: Academy Movies
Director: Frederic Planchon
DOP: Ruben Impens
Govt producer: Simon Cooper
Producer: Dulcie Kellett
