Title	HEINEKEN THE DREAM ISLAND
Brand	HEINEKEN
Product/Service	BEER
Category	C01. Fast Moving Consumer Goods
Entrant Company	PUBLICIS ITALY Milan, ITALY
Advertising Agency	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 Brief

The campaign objective was to substantiate and underline the brand’s “OPEN YOUR WORLD”-positioning, a condensation of the brand’s role to stimulate young men to cross their borders. Our insight was that young people share their unfulfilled dreams mostly over a beer, yet said dreams are never to leave the bar and are to die the longer they’re put off. The strategy was that – provided with the concrete opportunity– young people would feel encouraged enough to act. So we invited them to a place where they’d stumble across those dreams they’ve left to die: “The Dream Island.”

Campaign Success

The creative execution originated from the insight that big dreams are mostly shared over a beer, yet are never to leave the bar. The exotic backdrop served to underline the beer’s global popularity. The roll-out was implemented in two steps: 1 RECRUITMENT: In a first call-to-action video spread through Heineken®‘s SM channels as well as TV the audience was invited to share their big dreams to win a dream vacation online. In some local markets, the recruitment also took place in bars, accompanied by further local activities to increase submissions. 2 ACTIVATION: Six winners were selected and sent to the island, where we confronted them with their dreams they left to die. A second film summarized them reanimating their dreams and the whole background story. This second film along with extra video contents on the project were shared on Heineken®’s SM channels as well as a dedicated microsite.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 13927 abandoned dreams hooked. • 6 winners on the dream island, 3 dreams rebuilt. • 10 mio views fo the entire campaign (bulls eye on male target audience 24-54), with +58,000 likes and another 9,000 shares. • Average View Time for YT is 2:24 minutes- pretty long for a video with this length! • 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

Explain why the method of promotion was most relevant to the product or service

“The Dream Island” campaign was highly activating and engaging, resulting in pushing the brand’s long-running “OPEN YOUR WORLD”-positioning once more. Young people from all over the world were activated to submit their video applications online through a call-to-action film shared digitally & on TV. Additionally, in some local markets we activated on-premise (in bars, pubs, and clubs), asking young people to share their unfulfilled dreams with the world – over a beer, of course. The incentive? To win no less than a dream vacation! Six winners were selected to visit “The Dream Island” . A second, final video documented their efforts of reanimating their unfulfilled bar dreams on the island, helping to once more breathe life into the brand’s role to stimulate men to cross their borders. This second film along with other inspirational campaign contents were then shared digitally, inspiring the brand’s audience to chase their dreams.