Title	HEINEKEN THE DREAM ISLAND
Brand	HEINEKEN
Product/Service	BEER
Category	A05. Branded Live Experience
Entrant Company	PUBLICIS ITALY Milan, ITALY
Contributing Company	PUBLICIS ITALY Milan, ITALY
Media Agency	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Production Company	FILMMASTER PRODUCTIONS Milan, ITALY

Name	Company	Position
Bruno Bertelli/Cristiana Boccassini	Publicis Italy	Creative Directors
Michele Picci	Publicis Italy	Associate Creative Director
Marco Viganò	Publicis Italy	Art Director
Daniele Papa	Publicis Italy	Copywriter
Massimo Guerci	Publicis Italy	Digital Creative Director
/Santi Urso	Publicis Italy	Graphic Designers
Giada Salerno/Vittorio Cafiero	Publicis Italy	Account Director/Project Manager
Fabrizio Squeo		Editor
Bela Ziemann	Publicis Italy	Strategic Planner
Giulia Atzori	Publicis Italy	Agency Producer
Gianluca Di Tondo	Heineken	Sr. Director Global Heineken Brand
Anuraag Trikha	Heineken	Director Global Heineken Brand Communication and Digital
Dario Gargiulo	Heineken	Heineken Communication Manager Global Commerce
Ada Bonvini	Filmmaster	CEO/Executive Producer
Tatiana Pierre	Filmmaster	Executive Producer
Cecilia Verheyden	Filmmaster	Director
The Prize	By Audiotheque	Mucis
Antonio Lazzaro/Gabriella Lazzaro	Venticento	CEO/Marketing/Communication Manager
Juliette Hoijtink/Renne Lee	Starcom Mediavest Group	Global Sr. Account Executive/Global Account Manager
Emily Favret/Danielle Heximer	Edelman	Account Manager/Associate Director

The Campaign

The creative execution originated from the insight that big dreams are mostly shared over a beer, but unfortunately most of these talks remain wishful thoughts that never leave the bar. To get people not to abandon their projects and to keep their ambitions alive, we had to show that dreams have an expiration date: the more you put them off the more they will rot. So, for all the people who never realized their dream, Heineken organized a global contest called 'The Dream Island': the dream vacation for people who never realized their dream. Launched simultaneously online - through a hook video spread on Heineken's SM channels - and offline - recruiting people directly in over 400 Heineken bars around the globe, the contest gathered 13927 abandoned dreams in just one month, but only 4 people won a dream vacation on our island and an unexpected second chance: to meet their rotten dreams. For a few days, the unaware vacationers had the opportunity to revive their dreams and inspire thousands of users who followed our protagonists via live streaming on the Dream Island website. A second video summarized them reanimating their dreams and the whole background stor

•13927 abandoned dreams •10 mio views fo the entire campaign (bulls eye on male target audience 24-54), with +58,000 likes and another 9,000 shares. •Share to view ratio of over 10% •15.276 times has the campaign been mentioned in social and digital media •7.7% increase in HK Facebook followers •84 hours of live streaming •520,70 mio media impressions Most importantly the final film drove significant increased perceptions of Heineken being an inspirational (73%) and adventurous brand (79%). Live your dreams and open your world This second video, along with extra video contents on the project, were shared on Heineken's SM channels as well as a dedicated microsite, where users found also other video contents that completed the full story.

The Heineken brand strategy is built around the belief that the world is full of possibilities that can only be accessed when getting out of your comfort zone. To encourage people to open their world, Heineken challenges small-minded thinking and cultural stereotyping by confronting people with the unexpected. The objective was to demonstrate, in an entertaining and consumer relevant way, that the only way to not realize something is to abandon it. The creative execution originated from the insight that big dreams are mostly shared over a beer, but unfortunately most of these talks remain wishful thoughts that never leave the bar. So we believed - provided a concrete opportunity - they would act, in order to substantiate Heineken's 'OPEN YOUR WORLD' positioning and bring tangible meaning to the brands believe that to progress you must seize opportunities and seek new adventures.