Heineken uses 100% renewable energy across its production process and aims at taking renewable energy to 50% of the partner bars and restaurants in 19 Brazilian capitals by 2030. That is a big step forward for the planet. The company’s energy initiatives for partners are being promoted in an outdoor campaign by Le Pub Brasil featuring a billboard that cools beer using solar energy.
The campaign coincided with the beginning of the biggest music and entertainment festival in the world, Rock in Rio which took place in Rio de Janeiro in the first week of September. Heineken and Le Pub Brasil installed solar panels on a billboard connected to Brewteco, a famous bar in Rio, located in the Gávea district to draw attention to the use of sources of renewable energy. The project also aims at highlighting the Heineken Green Energy Program, aimed at facilitating access to Green Energy for consumers across the country.
The text on the billboard reads, “This billboard is cooling your Heineken. Cheers.”
“We want to take advantage of all the activity going on in Rio de Janeiro during the days of the festival to draw attention to our Heineken Green Energy program. The solar panels that cool the beer create a connection with the audience in an innovative way, inviting people to start an important dialogue in a totally different way,” explained Eduardo Picarelli, director of the business unit of the Heineken brand in Brazil.
“Le Pub works closely to Heineken to challenge and create innovation in all its communication forms. From new products to new ways of getting into people’s life without interrupting them. Turning solar panels into billboards to communicate its green energy program is one more example of the ways we are innovating with the brand in every end. Heineken as a leading brand is constantly looking to the future and how to get to people in unexpected ways. It’s part of the brands DNA,” added Felipe Cury, chief creative officer of Le Pub Brasil.
The project is also part of the brand’s sustainability and culture platform, Green Your City, launched in 2021 with commitments in three pillars: greener cities, circular economy and responsible consumption. The Heineken Journey in building a greener world began with the announcement, made in December 2020, of producing and bottling Heineken beer with 100% green energy in the breweries of Alagoinhas (state of Bahia), Araraquara (state of São Paulo), and Ponta Grossa (state of Paraná), and by 2023 in Jacareí (state of São Paulo). By facilitating access to renewable energy, the brand encourages consumers to rethink ways of consumption, including energy consumption in their home.
Credits:
Client: Heineken
Client Team: Melina Domingos, Beatrice Jordão, Eduardo Picarelli, Nabil Nasser, Williane Vieira da Silva, Juliana Magalhães Rocha, Júlia Tafner, Rafael Golfe, Ana Beatriz Dornellas de Barros Mendes, Guilherme Bailão, Renan Ciccone, Thomas Guilhon Martelotta Peneda dos Santos
Agency: Le Pub Brasil
Chief Creative Officer: Felipe Cury
Creative Directors: Greg Kickow & Alex Adati
Art Director: Paula Picin
Junior Art Director: Ana Carolina Miranda
Copywriters: Eduardo Cometi & Andressa Cruz
Broadcast Producer: Carolina Godoy
Managing Director: Ana Hernandes
Business Director: Jayme Neto
Business Manager: Marina Roge
Business Assistant: Suellen Agatta
Client Services Intern: Cássia Brandão
Head of Strategy: Silvia Paes
Planning Director: Sergio Tercarolli
Strategy Manager: Fernanda Tiozo
Strategy Analyst: Stephan Minucci
Strategy Supervisor: Thais Lopes
Data Strategy Manager: Vinicius Machado
Content Strategist: Endrigo Chiri
Senior Community Manager: Karina Silva
Content Supervisor: Hirai Fujisaka
Media Team: Jussara Bezerra, Gabriela Pereira, Carla Tassi & Fernando Brito
Production: Be180