THE NIGHT IS YOUNG

Silver Eurobest Award
TitleTHE NIGHT IS YOUNG
BrandHEINEKEN
Product/ServiceTHE NIGHT IS YOUNG
Category G08. Market Disruption
Entrant PUBLICIS ITALY Milan, ITALY
Idea Creation PUBLICIS ITALY Milan, ITALY
Production GOOD PEOPLE FILMS Cairo, EGYPT
Post Production PRODIGIOUS ITALY Milan, ITALY
Additional Company SIZZER B.V. Amsterdam, GERMANY
Credits
Name Company Position
Bruno Bertelli Publicis Italy Global CCO Publicis WW
Cristiana Boccassini
 Publicis Italy Chief Creative Officer Publicis Italy
Mihnea Gheorghiu Publicis Italy Global Executive Creative Director
Milos Obradovic Publicis Italy Global Executive Creative Director
Andrey Tyukavkin Publicis Italy Global Executive Creative Director
Eoin Sherry Publicis Italy Global Creative Director
Marie Poumeyrol Publicis Italy Art Director Supervisor
Alex Eftimie Publicis Italy Senior Art Director
Ruxandra Drilea Publicis Italy Senior Copywriter
Joao Araujo Publicis Italy Art Director Supervisor
Luca Villa Publicis Italy Art Director
Daniel Vargas Gomez Publicis Italy Global Strategy Director
James Moore Publicis Italy Global Strategy Director
Francesca Zazzera Publicis Italy Head TV Production
Beatrice Pepe Publicis Italy Producer
Eleni Charakleia Le Pub Amsterdam General Manager Le Pub Amsterdam and Global Client Service Director
Ilaria Castiglioni Publicis Italy Group Account Director
Marta Wereszczynska Publicis Italy Account Manager
Carola Bracci Publicis Italy Senior Social Media Manager
Ali Ali Good People Director & Photographer
Sarah Touma Good People Producer
Fabrizio Squeo Good People Editor
Claudio Roveda Good People Social Assets Editor
Delia Chiriaco Prodigious Photo editing
Marco Astegiano Prodigious Photo editing

Write a short summary of what happens in the film

The film ‘The Night Is Young’ portrays people going out to clubs, before revealing that they are actually seniors, the vaccinated ones that can actually travel around and party again. The seniors are living their best night dancing, flirting, drinking Heinekens and partying until sunrise. Celebrating the old and carefree, the film encourages Millennials and Gen Z to get vaccinated too, and not miss out on the summer fun with the tagline “The night belongs to the vaccinated”.

Please tell us how disruption in your market inspired the work

When vaccination became available worldwide and the world started reopening no brand dared to take a stand for vaccinating, in fear of anti vaxxers boycotting the brand. But Heineken did. Heineken has always been about socializing, so the return of social life marked an important moment for the brand to communicate and have a point of view. Especially as a study by Morning Consult, 2021 showed that around 1 in 4 GenZs and Millennials declared they didn’t want to get vaccinated that summer. This meant that only the vaccinated elderly had the right to go out and mingle in the summer. Heineken encouraged vaccinations because they are the fastest way for everyone to enjoy a socially packed summer, especially young people. International news outlets positively covered the campaign, praising the brand. The Australian, South African and Dutch governments have written letters of appraisal for the campaign.