Title	CHEERS TO ALL
Brand	HEINEKEN
Product/Service	HEINEKEN
Category	D01. Social Video
Entrant	PUBLICIS ITALY Milan, ITALY
Idea Creation	PUBLICIS ITALY Milan, ITALY
Production	ICONOCLAST Paris, FRANCE
Additional Company	HEINEKEN INTERNATIONAL Amsterdam, THE NETHERLANDS
Additional Company 2	MASSIVEMUSIC Amsterdam, THE NETHERLANDS

Name	Company	Position
Bruno Bertelli	Publicis Italy	Global Chief Creative Officer Publicis WW
Cristiana Boccassini	Publicis Italy	Chief Creative Officer Publicis Italy
Luissandro Del Gobbo	Publicis Italy	Global Executive Creative Director Publicis Italy
Luca Cinquepalmi	Publicis Italy	Global Executive Creative Director Publicis Italy
Marco Venturelli	Publicis Italy	Global Executive Creative Director Publicis Italy
Michele Picci	Publicis Italy	Executive Creative Director Publicis Italy
Francesco Basile	Publicis Italy	Associate Creative Director Publicis Italy
James Moore	Publicis Italy	International Strategic Planner Publicis Italy
Stuart Williams	Publicis Italy	Senior Strategist Publicis Italy
Ilko Petkov	Publicis Italy	Data Strategist Publicis Italy
Mariella Maiorano	Publicis Italy	Head TV Production Publicis Italy
Arianna Natale	Publicis Italy	TV Producer Publicis Italy
Sanam Bartoletti	Publicis Italy	Digital Video Producer Publicis Italy
David Pagnoni	Publicis Italy	Worldwide Account Director
Eleni Charakleia	Publicis Italy	International Client Service Director Publicis Italy
Patricia Synephias	Publicis Italy	International Client Service Director Publicis Italy
Alexandra Stoica	Publicis Italy	Digital Account Director Publicis Italy
Marion Quesada	Publicis Italy	Digital Account Director Publicis Italy
Côme de Courcelles	Publicis Italy	Digital Account Supervisor Publicis Italy
Lischa Steiper	Publicis Italy	Account Executive Publicis Italy
MEGAFORCE MEGAFORCE	Iconoclast Paris	Director
Matias Boucard	Iconoclast Paris	Director Of Photography
Charlotte Marmion	Iconoclast Paris	Executive Producer
Lucile Baruchel	Iconoclast Paris	Line Producer
Arno Roth	Iconoclast Paris	Production Designer
Elise Bouquet	Iconoclast Paris	Costume Designer
Reem Kuzayli	Iconoclast Paris	Costume Designer
Reem Kuzayli	Iconoclast Paris	Costume Designer
John Meunier	Iconoclast Paris	Post Producer
Sophie Fourdrinoy	Iconoclast	Editor
Dafydd Upsdell	MPC	Executive Producer
Raj Sehgal	Grand Central Recording Studio London	Sound Engineer
Jason Yan Francis	Iconoclast Studio Paris	Director
Mélodie Preel	Iconoclast Studio Paris	Director Of Photography
Manon Leurent	Iconoclast Studio Paris	Executive Producer
Rémi Farkas	Iconoclast Studio Paris	Line Producer
Philippe Roch	Iconoclast Studio Paris	Editor
Christopher Preston Barnes	MPC	Post Production producer
Peter Oppersdorf	MPC	Colourist

Background

In advertising, beer is still shown as a man’s thing only. But in real life, over 31% of beer drinkers are not men.

Describe the strategy

As a progressive and inclusive brand, Heineken decided to give a fresh perspective on drinker stereotypes and remind people that drinks have no gender.

Describe the execution

This belief was turned into a film: “Cheers to all”, a light-hearted montage of real-life experiences showing men and women being served the wrong drink based on their gender.

List the results

The film received thousands of positive comments within a few hours from its airing, also from women that started to feel represented in a beer ad for the first time.