Heineken Ambient, Case study Guardian Fans [image] by Publicis Italy

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Guardian Fans [image]

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Industry Beers and Ciders, Sports Teams & Events
Media Ambient, Case study
Market Italy
Agency Publicis Italy
Creative Director Luca Cinquepalmi, Bruno Bertelli, Marco Venturelli, Cristiana Boccassini
Production Bedeschifilm
Director Giovanni Fantoni Modena
Released October 2016

Awards

Cannes Lions 2017
Outdoor Ambient: Live Advertising and Events Bronze Lion

Credits & Description

Title: Guardian Fans
Agency: Publicis Italy
Brand: Heineken
Country: Italy
Entrant Company: Publicis Italy, Milan
Advertising Agency: Publicis Italy, Milan
Media Agency: Mediavest|Spark, Milan
Pr Agency: Cohn & Wolfe, Milan
Production Company: Bedeschi Film, Milan
Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Creative Director: Luca Cinquepalmi (Publicis Italy)
Creative Director: Marco Venturelli (Publicis Italy)
Digital Associate Creative Director: Martino Lapini (Publicis Italy)
Digital Associate Creative Director: Azeglio Bozzardi (Publicis Italy)
Strategic Planner: James Moore (Publicis Italy)
International Account Director: Lorenza Montorfano (Publicis Italy)
Account Supervisor: Maria Elena Gaglianese (Publicis Italy)
Account Executive: Laura Carrisi (Publicis Italy)
Agency Producer: Alice Crovato (Publicis Italy)
Group Brand Manager: Cristina Gusmini (Heineken)
Senior Brand Manager: Sara Galvagni (Heineken)
Brand Manager: Gian Giacomo Costa (Heineken)
Marketing Director: Floris Cobelens (Heineken)
Executive Producer: Federico Salvi (Bedeschi Film)
Producer: Giulia Vercelli (Bedeschi Film)
Director: Giovanni Fantoni Modena (Bedeschi Film)
Editor: Francesca Catalisano (Bedeschi Film)
Dop: Andrea Rainoldi, Amilcare Canali (Bedeschi Film)
Client Service Director: Fabio Tattilo (Mediavest)
Digital Media Manager: Rossella Cirrito (Mediavest)
Strategy Manager: Fabio Calamosca (Mediavest)
Media Supervisor: Giorgia Prestigiacomo (Mediavest)
Group Manager: Rossana Schiavello (Cohn & Wolfe)
Client Service Director: Nicoletta Reina (Hart)
Synopsis:
Footballers suffer a problem every time they play – since everyone knows they’ll be away from home, burglars are free to try and break in, safe in the knowledge that they’ll operate undisturbed. And the problem is more common than people think.We decided to kill two birds with one stone: offer fans the chance to view the match in the best place possible whilst giving footballers peace of mind so they could focus on the big game. Heineken created a home security service for football players, by football fans.The target of our ad wasn’t just fans – it was Champion’s League footballers.That’s why we kicked off our service during the Napoli-Real Madrid game. As the players were warming up, in front of a brimming stadium, we aired an infomercial with footballer Marek Hamsik as our spokesperson, inviting them to try the Guardian Fans service.