| Title | GRID WAITERS |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN |
| Category |
D04. Live Advertising & Events |
|
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 |
| 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 |
Heineken |
Heineken® Italy Marketing Director |
| 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 |
Write a short summary of what happens in the ambient or digital execution or campaign.
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 drivers. We needed to show that when you drive, the only beer you can afford to have is non-alcoholic.
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.
Cultural/Context information for the jury
This campaign turns an outdoor event into a media platform that delivers a global message for Heineken’s “Zero Alcohol at the wheel” campaign.
Without this stage, our campaign couldn’t have come to life. The outdoor campaign gained worldwide exposure when it was broadcast worldwide.