SHUTTER ADS

Bronze Eurobest Award

Demo Film

Presentation Image

TitleSHUTTER ADS
BrandHEINEKEN
Product/ServiceSHUTTER ADS
Category E02. Ambient Outdoor
Entrant PUBLICIS ITALY Milan, ITALY
Idea Creation PUBLICIS ITALY Milan, ITALY
Production PRODIGIOUS ITALY Milan, ITALY
Production 2 JAJA FILM Barcelona, SPAIN
Production 3 TRESBIEN! Buenos Aires, ARGENTINA
Production 4 SIZZER AMSTERDAM, THE NETHERLANDS
Credits
Name Company Position
Bruno Bertelli Publicis Italy Global Chief Creative Officer Publicis WW
Cristiana Boccassini
 Publicis Italy Chief Creative Officer Publicis Italy
Mihnea Gheorghiu Publicis Italy Global Executive Creative Director Publicis Italy
Eoin Sherry Publicis Italy Global Creative Director
Michele Picci Publicis Italy Executive Creative Director
Andrea Sarcullo Publicis Italy Associate Creative Director – Art Director
Ruxandra Drilea Publicis Italy Senior Copywriter
Giuseppe Vescovi Publicis Italy Creative Supervisor
Rosario Floridia Publicis Italy Creative Supervisor
Alex Sinmaleza Publicis Italy Copywriter
Ivan Montebello Publicis Italy Art Director
Thomas Aito Publicis Italy Art Director
Margherita Teodori Publicis Italy Copywriter
James Moore Publicis Italy Global Strategy Director
Natasha Wallace Publicis Italy Strategy Director
David Pagnoni Publicis Italy Global Client Service Director
Eleni Charakleia Publicis Italy & Le Pub Le Pub Amsterdam GM & Global Client Services Director
Ilaria Lorenzetti Publicis Italy Client Service Director
Gonzalo Gutiérrez Publicis Italy Account Supervisor
Alessandra Granata Publicis Italy Account Director
Matteo Pellegrini Publicis Italy Account Executive
Alessandro Bochicchio Publicis Italy Head of Social Client Services and Strategy
Carola Bracci Publicis Italy Senior Social Media Manager
Francesca Zazzera Publicis Italy Head TV Production
Alessandra Caldi Publicis Italy Tv Producer
Lorenzo Casati Publicis Italy Editor
Tommaso Bianchi Publicis Italy Director
Davide Pini Prodigious Italy Color Grading
Tina Paolella Prodigious Production e Print Manager
Daniela Inglieri Prodigious Production e Print Manager

Please outline the innovative elements of the work

With Shutter Ads Heineken shifted the way they program their media buying, redirecting the existing media budget from outdoors around the world, to the shutters of the most famous and loved bars around the world. Over 5000 bars turned into a new independent media network for any Heineken owned brand, including Amstel and Cruzcampo in 15 cities across Argentina, Spain, Italy, Germany. The ads, showcasing messages like “See this ad today, enjoy this bar tomorrow” or “This bar is not closed, it’s gathering strength”, reassured consumers that their favorite bars will be back in business. They were displayed on both closed bars 24/7, and on the shutters of struggling bars when they were closed during the day. More bars are still joining in every week. Shutter Ads brought in 40% more media value than the traditional OOH, 7.5 million euros went directly to bars and 100% of them reopened.