Publicis Italy’s ripping great moral dilemmas for Heineken

Everyone loves a brilliant twist at the end of a ripping great story and that is exactly what Publicis Italy has been creating for Heineken this year. People have been fascinate by moral dilemmas since history began, and that’s exactly what Publicis Italy has been creating for Heineken this year. Call these moral dilemma ripping great yarns stunts if you will. Most people will watch – and most likely, share – them as stories on YouTube. They’re built around the things that boys love – football, mates and beer.

The first one launched in March. This is its story: Simone, a huge soccer fan, usually watches UEFA Champions League games with his mates at home. But for the A.S. Roma-Real Madrid match on February 17, he is given a free ticket. Does he ditch his mates, or let go of the ticket? If you;re a real bro, what happens next might even make you tear up a bit.

The second stunt is called The Cliché. The reason for that will become clear…

One week before the UEFA Champions League Final in Milan, Heineken targeted a group of mates at dinner in São Paulo with their girlfriends. When the men open the menus, they find a message inside. It reads, “Would you like to be free to watch the UEFA Champions League Final at a Heineken party? Gift your lady a weekend at this spa.” The men give that a go, each in his own way and take themselves to the party. You have to watch, rather than read about, this complex social comment…er, twist:

Credits:

Cliente: Heineken
Creative agency: Publicis
Creative directors: Hugo Rodrigues, Kevin Zung & Alexandre (Xã) Vilela
Art directors: Henrique Mattos, Cícero Souza, Guto Kono
Copywriters: Pedro Lazera, Mariana Albuquerque & Samuel Normando

Production company: Hungry Man
Directors: Caio Rubini & Fabio Pinheiro
Managing partner: Alex Mehedff
Executive producers: Rodrigo Castello & Renata Corrêa

DoP: Felipe Meneghel