Publicis Italy & Heineken: Older vaccinated people muscle in on young people’s fun

Younger people hate missing out. They especially hate missing out on nightlife. Publicis Italy and Le Pub have, therefore, shot a bulls-eye for Heineken with its new campaign in which it shows fully vaccinated older people taking over “youth territory” – nightclubs, bars and beaches.

In Australia, people in their twenties and thirties have only been offered vaccination for a couple of weeks, and only to use up supplies of AstraZeneca, which is unpopular with older groups. The US, which may have done a terrible job of dealing with the pandemic but has been a beacon of light during vaccination, has hit a stumbling block because of younger people hesitancy. According to Data from the Centers for Disease Control and Prevention at the end of June, people aged 18 to 24 are among the groups with the lowest reported vaccination coverage there. On July 6, just 38.3% of this group been vaccinated. And in the UK, according to its Office for National Statistics, 14% of 16 to 17 year-olds were hesitant to get vaccinated in the month to June 20, which is 10 percentage points higher than the rate for adults.

Since lockdowns began fifteen months ago, Publicis Italy has helped Heineken to be a self-appointed watchdog of behaviour, supporter of keeping people’s spirits up, and able and generous supporter of those in its industry whose businesses have suffered because of it.

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Credits:

Client: Heineken
Senior Director Global Heineken Brand: Bram Westenbrink
Director Communication Global Heineken Brand: Daniela Iebba
Director Global Digital Heineken: Rob van Griensven
Global Communications Manager Heineken Brand Global Commerce: Guilherme De Marchi Retz
Global Digital Production Manager Heineken Global Commerce: Bram Reukers

Agencies: Publicis Italy & Le Pub Amsterdam
Global CCO Publicis WW: Bruno Bertelli
Chief Creative Officer: Cristiana Boccassini
Global Executive Creative Directors: Mihnea Gheorghiu, Milos Obradovic & Andrey Tyukavkin
Global Creative Director: Eoin Sherry
Art Director Supervisor: Marie Poumeyrol
Senior Art Director: Alex Eftimie
Senior Copywriter: Ruxandra Drilea
Art Directors: Joao Araujo & Luca Villa
Global Strategy Directors: Daniel Vargas Gomez & James Moore
Head of TV Production: Francesca Zazzera
Producer: Beatrice Pepe
General Manager Le Pub Amsterdam & Global Client Service Director Heineken: Eleni Charakleia
Group Account Director: Ilaria Castiglioni
Account Manager: Marta Wereszczynska
Senior Social Media Manager: Carola Bracci

Production Company: Good People
Director & Photographer: Ali Ali
Producer: Sarah Touma
Editor: Fabrizio Squeo
Social Assets Editor: Claudio Roveda