Heineken Ambient, Case study The Cliché [presentation image] by Publicis Sao Paulo

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The Cliché [presentation image]

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Industry Beers and Ciders, Sports Teams & Events
Media Ambient, Case study
Market Brazil
Agency Publicis Sao Paulo
Executive Creative Director Kevin Zung
Creative Director Henrique Mattos, Alexandre Vilela
Art Director Cícero Souza, Guto Kono
Copywriter Pedro Lazera, Mariana Albuquerque, Samuel Normando
Production Hungry Man
Director Fabio Pinheiro, Caio Rubini
Released October 2016


Cannes Lions 2017
Outdoor Ambient: Live Advertising and Events Gold Lion
PR Practices & Specialisms: Sponsorship & Partnership Bronze Lion
Media Sectors: Food & Drinks Bronze Lion

Credits & Description

Title: The Cliché
Agency: Publicis Brasil
Brand: Heineken
Country: Brazil
Entrant Company: Publicis Brasil, São Paulo
Advertising Agency: Publicis Brasil, São Paulo
Media Agency: Publicis Brasil, São Paulo
Pr Agency: Publicis Brasil, São Paulo
Production Company: Publicis Brasil, São Paulo
Ceo And General Creative Director: Hugo Rodrigues (Publicis Brasil)
Executive Creative Director: Kevin Zung (Publicis Brasil)
Global Chief Creative Officer: Bruno Bertelli (-)
Creative Director: Alexandre (Xã) Vilela (Publicis Brasil)
Creative Director: Henrique Mattos (Publicis Brasil)
Art Director: Cícero Souza (Publicis Brasil)
Art Director: Guto Kono (Publicis Brasil)
Copywriter: Pedro Lazera (Publicis Brasil)
Copywriter: Mariana Albuquerque (Publicis Brasil)
Copywriter: Samuel Normando (Publicis Brasil)
Tvc Director: Tato Bono (Publicis Brasil)
Tvc Producer: Dani Toda (Publicis Brasil)
Film Director: Caio Rubini (Hungry Man)
Film Director: Fabio Pinheiro (Hungry Man)
Director Of Photography: Felipe Meneghel (Hungry Man)
Managing Partner: Alex Mehedff (Hungry Man)
Executive Producer: Rodrigo Castello (Hungry Man)
Executive Producer: Renata Corrêa (Hungry Man)
Line Producer: Mariana Marinho (Hungry Man)
Post-Production Supervisor: Rodrigo Oliveira (Hungry Man)
Account Director: Danilo Ken (Publicis Brasil)
Account Manager: Daniel Batista (Publicis Brasil)
Account Assistant: Marina Roge (Publicis Brasil)
Vp Planning: Eduardo Lorenzi (Publicis Brasil)
Planner Director: Alexandra Varassin (Publicis Brasil)
Planner: Rafael Fiorito (Publicis Brasil)
Planner: Leonardo Andrade (Publicis Brasil)
Media Director: Gracieli Beraldi (Publicis Brasil)
Media: Giuliana Barletta (Publicis Brasil)
Media: Nicolas Lana (Publicis Brasil)
Social Strategist: Tiago Martinez (Publicis Brasil)
A group of guys are given the chance to 'gift' their girlfriends a few days at the spa so they can attend the UEFA Champions League Final Heineken.However, there's a twist - the guys realise they've been tricked and instead of attending the game, their girlfriends are.
Entry Summary:
In Brazil, football is still seen as a guy's thing only. A sport to be watched alongside guys without any girls to "intefere". A real cliché. So Heineken, as a brand known for its progressive spirit, needed to change this perception.