Title	HEINEKEN THE DREAM ISLAND
Brand	HEINEKEN
Product/Service	BEER
Category	A06. Events & Experiential (incl. stunts)
Entrant Company	PUBLICIS ITALY Milan, ITALY
Advertising Agency	PUBLICIS ITALY Milan, ITALY
Media Agency	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
PR Agency	EDELMAN 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

Heineken created The Dream Island campaign with the objective to bring the “open your world” concept to life and inspire consumers in a surprising and innovative way. “Open your world” is the Heineken brand positioning, a concept that encourages consumers to “cross their borders”. The Concept: Who hasn’t dreamed of opening their own bar over a beer with friends? For most people, however, the dream never actually leaves the bar. On Heineken’s Dream Island, four people from across the world were given a hidden opportunity to fulfil their abandoned dreams. Their story would be told through social media and demonstrate that dreams don’t have to die in the bar – in the process inspiring others to ‘cross their borders’. The Set-up: A competition mechanic of “Share your dreams and win a dream holiday”. The Reward? The holiday of a lifetime in Thailand, courtesy of Heineken. The Twist? Amidst the treats of what they thought was “just” a luxury tropical holiday, the unexpected opportunity to realise a lifelong dream. One they thought had died. The Result? Heineken told the original and creative story of the journey’s highs and lows in a documentary, which was distributed via an exclusive global earned media partnership creating headlines across the world and amplified by geographically selected influencers across social media. The campaign achieved 8.7M social media impressions and 520.7M total earned media impressions, with coverage appearing in 15 markets and 7.4 million combined views of the Hook Video and Case History.

The Brief

Bring to life the belief that target consumers must “cross your borders to fulfil your dreams”, in a typically Heineken way. Through innovative, witty storytelling via a mix of media channels.

Execution

1. Campaign launched in six markets (Italy, Netherlands, Argentina, Indonesia, Brazil and UK) kick-started by a highly shareable and compelling recruitment ‘Hook Video’ that brought the insight to life - stimulating the target audience to share their dreams via social media and a microsite, with a luxury holiday as prize. 2. Thrust the winners into a dream holiday, shrouding the real ‘dream come true’ experience in secrecy to drive social media conversation. 3. Reveal the twist, and tell the full story with an exclusive earned media global media partner, Trend Hunter, documenting the campaign from launch to reveal, with compelling and shareable content that created multiple stories from a behind the scenes perspective. 4. All final assets were launched exclusively with Trend Hunter before a wider distribution to other influential global media. 5. All participating markets amplified the story with key influencers and via owned social channels.

Output & Awareness Impact • 50+ pieces of editorial coverage in key global media targets • 520.7 million+ earned media impressions • 8.7 million+ social media impressions generated through PR • Combined views of Hook Video and Case History – 7.4 million views Knowledge/Consideration • Average dwell time for YouTube content over 116 seconds • All pieces of PR placement positive in tone, included key campaign messages and drove views of the film

The Strategy

Dreams have an expiry date. The more people put them off, the more likely they are to never be realised. Challenge consumers to be open to new experiences by developing a platform that stimulates them to follow their unfulfilled dreams. Re-igniting their passion, stoking excitement and ultimately sharing their story with the world - in order to inspire others across the globe to do the same.