| Title | GRID WAITERS |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN |
| Category |
B07. Use of Stunts |
|
Entrant
|
PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
Credits
| 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 |
| Giulia 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 Media?
Heineken is the main sponsor of the circuit and Gird girls were a key media for the brand. We turned this “loss” into an opportunity treating the grid line as a media itself, delivering the most important message Heineken could deliver before driving: Zero Alcohol At The Wheel.
Background
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 have 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/insights
On the grid line in Monza, drivers will meet 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.