Title | THE NIGHT IS YOUNG |
Brand | HEINEKEN |
Product/Service | THE NIGHT IS YOUNG |
Category |
A01. Direction |
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
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”
Cultural / Context information for the jury
When vaccination became available worldwide no brand dared to take a stand for vaccination, 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 in the summer. Heineken encouraged vaccinations because they’re 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. Pro-vaxxers took over the #boycottHeineken, defending it for its stance on vaccination.
Tell the jury anything relevant about the direction. Do not name the director.
“The Night Is Young” film is reminding the younger generation, not sure about the Covid-19 vaccine, of what they’re missing, using the only ones who can dance the night away: their vaccinated grandparents.
To showcase this, the film sets the mood of a typical summer night out on a party island, making it seem like youngsters are entering the club. It’s only in the reveal that we find out seniors are dancing the night away. The seniors are living their best night dancing, flirting, drinking Heinekens and partying until sunrise. The tagline reveals itself with a senior’s dance moves: “The night belongs to the vaccinated”.