|Category||A08. Corporate Image|
|Entrant||HEINEKEN Milan, ITALY|
|Idea Creation||PUBLICIS ITALY Milan, ITALY|
|Media Placement||STARCOM Milan, ITALY|
|PR||COHN & WOLFE Milan, ITALY|
|Production||BEDESCHI FILM Milan, ITALY|
|Bruno Bertelli||Publicis Italy||Creative Director|
|Cristiana Boccassini||Publicis Italy||Creative Director|
|Luca Cinquepalmi||Publicis Italy||Creative Director|
|Marco Venturelli||Publicis Italy||Creative Director|
|Martino Lapini||Publicis Italy||Digital Associate Creative Director|
|Azeglio Bozzardi||Publicis Italy||Digital Associate Creative Director|
|James Moore||Publicis Italy||Strategic Planner|
|Lorenza Montorfano||Publicis Italy||International Account Director|
|Maria Elena Gaglianese||Publicis Italy||Account Supervisor|
|Laura Carrisi||Publicis Italy||Account Executive|
|Alice Crovato||Publicis Italy||Agency Producer|
|Cristina Gusmini||Heineken||Group Brand Manager|
|Sara Galvagni||Heineken||Senior Brand Manager|
|Gian Giacomo Costa||Heineken||Brand Manager|
|Floris Cobelens||Heineken||Marketing Director|
|Federico Salvi||Bedeschi Film||Executive Producer|
|Giulia Vercelli||Bedeschi Film||Producer|
|Giovanni Fantoni Modena||Bedeschi Film||Director|
|Francesca Catalisano||Bedeschi Film||Editor|
|Andrea Rainoldi, Amilcare Canali||Bedeschi Film||DOP|
|Fabio Tattilo||Mediavest||Client Service Director|
|Rossella Cirrito||Mediavest||Digital Media Manager|
|Fabio Calamosca||Mediavest||Strategy Manager|
|Giorgia Prestigiacomo||Mediavest||Media Supervisor|
|Rossana Schiavello||Cohn&Wolfe||Group Manager|
|Nicoletta Reina||HART||Client Service Director|
The CampaignFootballers suffer a problem every time they play – since everyone knows they’ll be away from home, burglars are free to try and break in, safe in the knowledge that they’ll operate undisturbed. And the problem is more common than people think. We decided to kill two birds with one stone: offer fans the chance to view the match in the best place possible whilst giving footballers peace of mind so they could focus on the big game. Heineken created a home security service for football players, by football fans.
Creative ExecutionThe target of our ad wasn’t just fans – it was Champion’s League footballers. That’s why we kicked off our service during the Napoli-Real Madrid game. As the players were warming up, in front of a brimming stadium, we aired an during the Napoli-Real Madrid game. As the players were warming up, in front of a brimming stadium, we aired an infomercial with footballer Marek Hamsik as our spokesperson, inviting them to try the Guardian Fans service. A phone line was set up, ready to take interested players’ and fans’ requests.
ResultsMore than 4.900.000 views 23mio fans reached over 13.000 interactions over 2.000 applications from fans Impressions more than 30.800.000
Heineken created Guardian Fans, a home security service that let football fans watch the game in players’ homes. We then launched an infomercial aimed at the footballers themselves before the start of Napoli-Real Madrid, using Marek Hamsik to give us credibility in front of these stars. We had hijacked a highly visible media space during one of the biggest entertainment events in football to deliver the message to those who needed to hear it whilst generating huge word of mouth and PR from the fans and journalists in attendance
Heineken, sponsor of the Champion’s League, faced two business problems • Fans stock up on beer when they’re going to watch the match with their friends. If they know they’ll watch alone, they don’t. Since only 2 Italian teams had qualified for the UCL knockout stages (the most watched stages), we knew many fans weren’t incentivized to watch together. • Heineken has high brand preference but low brand purchase. In other words, fans that bought beer for the match had no reason to prefer Heineken over another beer brand. How could we reward fans who got together to watch together with Heineken? Our strategy hinged on one discovery: every time footballers play, their homes are free pickings for burglars, who can operate safe in the knowledge that their owners won’t be home. Heineken would offer fans the chance to watch the match in footballer’s homes, protecting them.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.