Beverages - AlcoholicEntrant:
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.