| Title | LEMONS GIANT CANVAS |
| Brand | HEINEKEN ESPAÑA, S.A. |
| Product/Service | AMSTEL RADLER |
| Category |
E01. Standard Sites |
|
Entrant
|
PUBLIPS SERVICEPLAN Valencia, SPAIN
|
|
Idea Creation
|
PUBLIPS SERVICEPLAN Valencia, SPAIN
|
|
Media Placement
|
RED STAR Madrid, SPAIN
|
Credits
| Lucía López Rua |
Heineken España |
Brand & Category Director |
| Patricia Iniesta Hijas |
Heineken España |
Brand Manager Low&Non-Alcoholic Beer Portfolio |
| Macarena Arraiza |
Heineken España |
ABM – L&NA Beer Portfolio |
| Rocío Gómez |
The Guardian Consulting |
Consultant |
| Álber Fernández |
Serviceplan Spain (Publips Serviceplan) |
Creative Director |
| Carlos Alcácer |
Serviceplan Spain (Publips Serviceplan) |
Art Director |
| Oliver Henares |
Serviceplan Spain (Publips Serviceplan) |
Strategy Director |
| Isabel López |
Serviceplan Spain (Publips Serviceplan) |
Head of Digital |
| Carlos Faus |
Serviceplan Spain (Publips Serviceplan) |
Copywriter |
| Pablo Tesio |
Serviceplan Spain (Publips Serviceplan) |
Copywriter |
| Sara Solbes |
Serviceplan Spain (Publips Serviceplan) |
Account director |
| Elena Pineda |
Serviceplan Spain (Publips Serviceplan) |
Account director |
| Adrián Cosano |
Serviceplan Spain (Publips Serviceplan) |
Account Executive |
| Toni Masiá |
Serviceplan Spain (Publips Serviceplan) |
Client Service Director |
| Ainhoa de las Pozas |
Serviceplan Spain (Publips Serviceplan) |
Executive General Manager |
| Marta Pasamón |
Dentsu Red Star |
Client Management Director |
| Patricia San Román |
Dentsu Red Star |
Account Head |
| Nerea Perez |
Dentsu Red Star |
Account Manager |
| María Bagüés |
Dentsu Red Star |
Senior Account |
| Soledad Enciso |
Dentsu Red Star |
OOH Specialist |
| Cristina Michavila |
Dentsu Red Star |
Senior Account |
Write a short summary of what happens in the ambient or digital execution or campaign.
We have developed an unconventional Outdoor campaign: a 238m2 canvas made up of more than 14K artificial lemons, a new twist on Street Art that puts the spotlight on the natural lemon juice that gives Amstel Radler its perfect and refreshing balance.
For 9 weeks during the summer, the billboard was put up on Calle Fuencarral, one of the most central streets in Madrid, and challenged passers-by to guess the exact amount of lemons used to create it for the chance to win a beer’s tap for their home!
We reinforced the communication with ad-hoc mupis in the area, driving people to our maxi-billboard. Also, we launched a digital media campaign with display formats and social media activation which targeted the local population with a series of fun animations that highlighted the product characteristics.
Cultural/Context information for the jury
In Spanish “you haven’t got the balls to do something” is a popular sentence. It means that you have to be brave, a challenge.
So You can’t get this taste without lemons was the perfect claim for our giant outdoor canvas.
And even more so if you put it in the centre of Madrid during the hot summer, where the city reaches a temperature of 40 degrees, and invite people to refresh themselves with an Amstel Radler. The first one made with real lemons.
No brand campaign has ever featured a giant billboard made of lemons, and the innovative campaign is a continuation of the theme of Amstel Radler’s 2018 campaign: ‘Bring out the doer that we all have inside of us’.
‘You can’t get this taste without lemons’ is part of a strategy the agency developed , which forms part of the new communication platform, “Unchain the Great”.