Beverages - Alcoholic Entrant: JWT Italy, Milan Heineken
"Auditorium"

Credits
Corporate Name of Client: Heineken Italia
Client Account Directors: Dario Gargiulo/Roberto Giugliano
Agency Account Directors: Paola Natellis/Enrico Giraudi
Agency: JWT Italy, Milan
Executive Creative Director: Pietro Maestri
Creative Directors: Bruno Bertelli/Cristiana Boccassini
Copywriters: Cristiano Tonnarelli/Dario Gargiulo
Art Director: Marco Viganò

Basic description of the project:
We arranged an event to make beer drinkers experience how important preserving their most sacred moments, increasingly at risk by duties and responsibilities as time goes by. The perfect occasion was the UEFA Champions League (sponsored by Heineken) Real Madrid vs AC Milan. Our accomplices persuaded 1000 AC Milan fans to sacrifice the game on TV for a fake performance combining classical music and poetry. We revealed the trap just in time to make them enjoy the match on a huge screen, turning Heineken’s sponsorship into a unique brand property.