2018 Brand Experience & Activation


Category C01. Guerrilla Marketing & Stunts
Name Company Position
Bruno Bertelli Publicis Italy Global Chief Creative Officer Publicis WW & CEO Publicis Italy
Cristiana Boccassini Publicis Italy Chief Creative Officer Publicis Italy
Luca Cinquepalmi/Marco Venturelli Publicis Italy ECD
Eddy Guimaraes/Vinicius Dalvi Publicis Italy Associate Creative Director
Sara Rosset Publicis Italy Senior Copywriter
James Moore Publicis Italy International Strategic Planner
Mariella Maiorano Publicis Italy Head of TV Production
Guilia Linguanti Publicis Italy Producer
Bela Ziemann Publicis Italy Head of Strategy
Davide Gonzato Publicis Italy International Client Service Director
Barbara Ruscio Levi Publicis Italy Account Supervisor
Stefano Perazzo Publicis Italy Head of Social
Carola Bracci Publicis Italy Social Media Manager
Elisa Tanganelli Publicis Italy Account Executive
Floris Cobelens Publicis Italy Heineken® Italy Marketing Manager
Patrick Simoni Heineken Heineken® Marketing Manager
Carlotta Paciello Heineken Heineken® Senior Brand Manager
Filippo Crivelli Heineken Heineken® Brand Manager
Giulia Di Filippo Publicis Italy Art Director

Why is this work relevant for Brand Experience & Activation ?

This campaign took Heineken and its message “Zero Alcohol at the Wheel” to a great and anticipated event: F1 Italian Grand Prix in Monza.   What we’ve showed was not only in front of the audience of the circuit, but it has been broadcasted all over the world exactly when everybody’s eyes was on the most important protagonists of the race: drivers.


In 2018, Formula 1 banned grid girls from the races – grid girls that Heineken was sponsoring.   As a channel, they gave big visibility to Heineken in the build-up to the race. They were featured in the pre-race coverage on TV, gave photo opportunities with drivers and fans, and appeared in general Formula 1 PR photos and coverage.   However, we had the opportunity to transform this negative into a positive: substitute the grid girls with a creative idea that can create buzz around Heineken.

Describe the creative idea

On the grid line in Monza, drivers will experience a never-seen before refreshment: waiters serving them bottles of Heineken 0.0, the only Heineken they can enjoy before driving.

Describe the strategy

Heineken is the main alcohol sponsor of Formula 1 – however, this sponsorship has been the topic of much debate. Some accused the beer brand of encouraging drinking and driving.   Our task, with the “Zero Alcohol At The Wheel” campaign, was to globally reinforce the message that Heineken never condones drinking and driving – and we did so with the best, most high-profile drivers in the world: F1 pilots. We needed to show that when you drive, the only beer you can afford to have is non-alcoholic.

Describe the execution

The day of the race, 2nd of September 2018, 20 waiters brought a 0.0 bottle to each driver on the Grid Line, in Monza. Our guys, women and men, dressed up for the special occasion, walked through the temple of F1 with their tray and stood next to the drivers in front of the eyes of all the world.

List the results

The activation was further expanded upon on the brand’s social media channels. The main key visual and dedicated digital formats were shared on Heineken's Facebook, Instagram and YouTube profiles: over 4 million viewers watched the content, and many others reacted on organic blog posts, articles shares and user generated content. The brand activated local influencers to cover the national target more effectively, while enjoying a global resonance thanks to its role as official partner of Formula 1.