| Title | INSULTED FIREFIGHTERS |
| Brand | HEINEKEN ESPAÑA |
| Product/Service | BEER |
| Category |
A06. Original Use of Music |
|
Entrant Company
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PUBLIP'S Valencia, SPAIN
|
|
Contributing Company
|
PUBLIP'S Valencia, SPAIN
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Madrid, SPAIN
|
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Production Company
|
VESSMEDIA Valencia, SPAIN
|
Credits
| Luis Piquer |
Publip's S.a. |
Director |
| Toni Masia |
Publip's S.a. |
Account Director |
| Rafael Pomares |
Publip's S.a. |
Creative Director |
| Jorge Cervera |
Publip's S.a. |
Art Director |
| David Cloquell |
Publip's S.a. |
Agency Producer |
| Victor Suñer |
Vessmedia |
Associate Producer |
| Ernest Huart |
Publip's S.a. |
Producer |
| Dolors Serra |
Publip's S.a. |
Photographer |
| Laura Llopis |
Publip's S.a. |
Planning Director |
| María García |
Publip's S.a. |
Pr Manager |
| Gemma Batalla |
Publip's S.a. |
Account Supervisor |
The Campaign
THE SONG THAT ENDED THE INSULTS TO THE FIREFIGHTERS
On the night of June 24, when the Spanish city of Alicante burns their bonfires, the festival ends and the Banyà begins: it's the moment when the crowd, overwhelmed by the scorching bonfire flames, ask the firefighters to refresh them with their hoses. However, in recent years, these requests have derived into serious insults and disqualifications.
The question was: after 40 decades of tradition, could a brand of beer turn those insults into a tribute of gratitude? Of course, with a beautiful song.
1. THE CALL
We invited people to take part in the music video of the song, through an outdoor campaign and a viral video on social networks.
2. INVITATION TO MEDIA AND BLOGGERS
Asking them to join the tribute with their voice.
3. FILMING
In a video that featured dozens of volunteers.
4. LAUNCH OF THE VIDEO
And in a few hours the internet was on fire, and the social networks were saturated with comments of gratitude towards the brand, and messages of support to the tribute.
5. ROYAL TRIBUTE
This year, the city decided to turn the insults into a song that was sung to all the firefighters, in every square and street.
603 MEDIA IMPACTS
€2.4 MILLION ROI
49% BRAND RECALL
TOP 5 LIST YOUTUBE
+ 10,000 SHARES
3,000,000 TWITTER IMPACTS
Amstel is recognized in Spain as a brand of beer very emotionally attached to the east of the country. Following its strategy , the brand supports all major events and festivities that happen on this area. The Bonfires of Saint Juan is one of the festivals which every year supports the brand. In 2015 , through its campaign, the brand has managed to change the attitude of the citizens of Alicante and finnaly recognize the work of firefighters at the festivity.
As a result of the campaign, it was the first time in forty years that firefighters received a tribute of gratitude instead of insults during the night of June 24