Challenging misconceptions
With this campaign, Heineken wants to break the stereotype of gaming as an anti-social hobby, said Eduardo Picarelli, director of the brand’s business unit in Brazil.
“We entered the universe of games because we have something in common: the fact that socialization is both the core of our brand and the gamer community,” Picarelli said in a statement. “The role chosen for Heineken in this campaign is to demystify the image of the gamer isolated from friends.”
Heineken previously ventured into gaming culture in 2021, with nonalcoholic beverage Heineken 0.0 sponsoring an online tournament with Formula 1 called Player 0.0, which continued into 2022.
CREDITS:
Sr. Director Global Heineken Brand: Bram Westenbrink
Global communication director: Agnieszka Gorecki
Global communication manager: Guilherme Retz
Brand global PR lead: Jonathan O’Lone
Global head digital consumer innovation: Natacha Volpini
Brazil CMO: Nabil Nasser
Brazil brand director: Eduardo Picarelli
Brazil Sr brand manager: Igor de Castro
Brazil brand manager: Marina Awada
Brazil head of PR: Adriana Teixeira
Agency: Publicis Italy/LePub & LePub Brazil
Global CEO Le Pub, Global CCO Publicis Worldwide and CCO Publicis Groupe Italy: Bruno Bertelli
Global chief creative officer: Cristiana Boccassini / Mihnea Gheorghiu
Chief creative officer Brazil: Felipe Cury
Global executive creative director: Andrey Tyukavkin
Creative director Brazil: Greg Kickow / Alex Adati
Associate creative director Italy: Stefano Zanoni, Roberto Ardigò
Copywriter Brazil: Andressa Cruz
Intern art director Italy: Thu Cao
Intern copywriter Italy: Amilcar Silarsah Veerapen
Intern copywriter Italy: Başak Özkeskin
Global head of PR and communication: Isabella Cecconi
General manager Brazil: Ana Hernandes
Business director Brazil: Jayme Neto
Group account director Italy: Ilaria Castiglioni
Global account director: Derek Muller
Global data strategist: Ilko Petkov
Global strategy director: Monica Radulescu / James Moore
Head of strategy Brazil: Silvia Paes
Global chief production officer: Francesca Zazzera
Producer post production Brazil: Marcia Lacazze
Producer post production Italy: Sabrina Sanfratello
Production company: Academy Films
Director: Frederic Planchon
DOP: Ruben Impens
Executive producer: Simon Cooper
Producer: Dulcie Kellett