Title	THE DILEMMA
Brand	HEINEKEN
Product/Service	HEINEKEN
Category	D02. Use of Ambient Outdoor
Entrant	PUBLICIS ITALY Milan, ITALY
Idea Creation	PUBLICIS ITALY Milan, ITALY
Media Placement	STARCOM MEDIAVEST GROUP Milan, ITALY
PR	COHN & WOLFE Milan, ITALY
Production	BEDESCHI FILM Milan, ITALY

Name	Company	Position
Bruno Bertelli	Publicis Italy	Creative Director
Cristiana Boccassini	Publicis Italy	Creative Director
Luca Cinquepalmi	Publicis Italy	Creative Director
Marco Venturelli	Publicis Italy	Creative Director
Aureliano Fontana	Publicis Italy	Associate Creative Director
Bruno Vohwinkel	Publicis Italy	Associate Creative Director
Polina Zabrodskaya	Publicis Italy	Associate Creative Director
Laura Aondio	Publicis Italy	Art Director
Francesca Vitello	Publicis Italy	Copywriter
Bela Ziemann	Publicis Italy	Strategic Planner
James Moore	Publicis Italy	Strategic Planner
Lorenza Montorfano	Publicis Italy	International Account Director
Giada Salerno	Publicis Italy	Account Director
Maria Elena Gaglianese	Publicis Italy	Account Supervisor
Silvia Cattaneo	Publicis Italy	Agency Producer
Giovanni Fantoni Modena	Bedeschi Film	Director
Amilcare Canali	Bedeschi Film	Photographer
Fabrizio Squeo	Bedeschi Film	Editor
Samuele Schiavo	Bedeschi Film	Editor
Giovanni Bedeschi	Bedeschi Film	Executive Producer
Federico Salvi	Bedeschi Film	Executive Producer
Floris Cobelens	Heineken	Marketing Manager
Cristina Gusmini	Heineken	Group Brand Manager
Marta Grassi	Heineken	Brand Manager
Fabio Tattilo	Mediavest	Client Service Director
Alessio Petracchi	HART	Client Director
Giovanni Natalini	Heineken	Event Manager
Savino Dicorato	Heineken	Pr Manager

Brief Explanation

The activation took place on the 17th of February at the Olympic Stadium in Rome, right before the UCL match between Roma and Real Madrid. We used two stadium screens to broadcast the live video message from Simone’s friends. With approximately 60 000 people witnessing the stunt and the unsuspecting victim who nearly had a heart attack when he realised he was being exposed (if you’re worried about our Simone, he’s doing fine: (https://www.facebook.com /simone.elleppi?fref=nf), we had only one chance to pull it off - and this made the activation so entertaining for the audience.