Description
Heineken® celebrates its 150 years by honoring the passions of its loyal customers worldwide. Through a global campaign centered around conviviality and the playful misspelling of its brand, Heineken® embraces the various ways in which consumers refer to it.
In Italy, the "Good Times" brand forms an exclusive partnership with MSGM, one of the most prominent fashion brands of the Italian landscape, resulting in a limited-edition capsule collection consisting of 150 pieces. This collaboration allows Heineken® to tangibly celebrate its claim of "150 years of good times, one way or another." The highlight of this partnership is a creative interpretation in the form of a jersey polo shirt, bearing the signature MSGMxHeineken®. It humorously captures the unique pronunciation with which millions of Italian consumers call the brand: "Ainechen."
This merging of two worlds—beer, synonym of conviviality, and fashion, a chosen language of self-expression—takes shape in a campaign ideated and developed by the creative agency Publicis Italy/LePub. The campaign was shot by the renowned fashion photographer Brett Lloyd, who artfully captured the essence of the collaboration through six exclusive images and a video, showcasing his distinctive and unique style.
This professional campaign titled 'Celebrating 150 Years' was published in Italy in July, 2023. It was created for the brands: Heineken and MSGM, by ad agencies: LePub and Publicis Italy. This Integrated medium campaign is related to the Alcoholic Drinks and Fashion industries and contains 1 media asset. It was submitted 10 months ago.
Credits
Credits Publicis Italy | LePub
Global CEO Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe
ltaly: Bruno Bertelli
Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director: Eoin Sherry
Global Creative Director: Jack Christensen
Associate Creative Director: Corina Patraucean
Creative Director: Rainor Marinho
Senior Art Director: Giulia Trimarchi
Senior Copywriter: Gian Marco Panichelli
Senior Art Director: Mattia Anelli
Senior Copywriter: Andrea Zanino
Global Head of PR & Communication: Isabella Cecconi
Digital PR Manager: Carol Verde
PR Manager: Eleonora Botta
Groupe Strategy Director: James Moore
Senior Strategic Planner: Alex Moore
Head of Social & Content: Valentina Salaro
Social Media Manager: Saraluna Goodloe
Global Client Service Director: Simona Coletta
Group Account Director: Luigi Palma
Account Manager: Federica Mileti
Chief Creation Officer: Francesca Zazzera
Head of TV Production: Anna Sica
TV Producer: Matilde Bonanni
Credits MSGM
Founder and Creative Director: Massimo Giorgetti
Head of Communication: Alessandro Biamonti
Head of Wholesale and Franchise: Vincenzo Ferrante
Credits Heineken Italia
Marketing Director: Jan Bosselaers
Marketing Manager: Myrsini Tsoukaki
Senior Brand Manager: Larissa Koper
Junior Brand Manager: Elena Bellini
Digital Media Manager: Luca Rimoldi
PR and Corporate Affairs Specialist: Fiammetta Ventura
Events Manager: Chiara Zucchetti
Media & Marketing Capabilities Manager: Giorgia Prestigiacomo
Credits Monogrid
Executive Producer: Francesco Bernabei
Digital Artist: Francesco Taddeucci
Digital Project Manager: Davide Grigatti
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Production
Brett Lloyd
