Heineken has changed tack. Its new global campaign by Publicis Italy is hinged to the tagline, Great performances are always a team effort, and the sign-off, That’s Heineken. Its tone is light-hearted and fun.
The campaign replaces Open Your World created by Wieden + Kennedy, which has been running since 2011. Wieden + Kennedy was replaced by Publicis in the middle of 2015.
The new campaign hopes to achieve a greater appeal with millennials in today’s high pressure world. Open Your World was based on the insight that “to progress in life you must cross your border”. The new campaign is built around the idea that if you look at life with a fresh perspective and a less serious attitude, you will enjoy it more.
Heineken had delved into some topical issues in the last year, following the ad trends of social experiments and cause-related advertising.
And its Cities of the World campaign, urged men to step outside their comfort zone and explore new experiences.
But Publicis Italy had already begun to lighten the tone of Heineken advertising and make Heineken “urge” less, a couple of months ago with its campaign for Heineken 2.0.
Credits (new campaign):
Creative Agency: Publicis Italy
Chief Creative Officers: Bruno Bertelli & Cristiana Boccassini
Associate Creative Directors: Fabrizio Tamagni & Michela Talamona
Producer: Viviana Biondolillo
Client Service Director: Davide Gonzato
Strategic Planner: James Moore (International)
Account Directors: David Pagnoni & Tommy Cottam
Account Manager: Tommy Cottam
Production Company: Iconoclast
Executive Producer: Charlotte Marmion
DOP: Lasse Frank
Line Production: Guillaume Lefrancois
Production Designer: Marco Puig
Brand Communications Manager: Maja Mikielska
Director of Integrated Communication: Daniela Iebba