COLISEUM by J. Walter Thompson Italy for Heineken

COLISEUM

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Industry Beers and Ciders
Media Design & Branding
Market Italy
Agency J. Walter Thompson Italy
Executive Creative Director Alberto Citterio, Pietro Maestri
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Christian Gancitano, Paolo Cesano
Art Director Chiara Carsaniga
Copywriter Danilo Fragale
Released April 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: HEINEKEN ITALIA
Product/Service: HEINEKEN BEER
Agency: JWT ITALIA
Date of First Appearance: Apr 27 2009 12:00AM
Entrant Company: JWT ITALIA, Milan, ITALY
Executive Creative Director: Pietro Maestri (JWT Italia)
Creative Director: Bruno Bertelli (JWT Italia)
Creative Director: Cristiana Boccassini (JWT Italia)
Art Director: Chiara Carsaniga (JWT Italia)
Copywriter: Danilo Fragale (JWT Italia)
Account Manager: Giada Salerno (JWT Italia)
Creative Director: Christian Gancitano (MadEvents)
Media placement: Press - Newspapers, Sport Magazines - 27/04/2009
Media placement: Outdoor - Rome - 27/04/2009
Media placement: Installation - Termini Train Station In Rome - 01/05/2009

Describe the challenges and key objectives
The challenge was to communicate the new bottle in an unexpected and involving way for Romans on the occasion of the UEFA final in Rome.

Describe the brief from the client
Heineken is sponsor of the UEFA Champions League. In 2009 the final tournament was in Rome. To celebrate this occasion Heineken launched the “Limited Edition Finale Roma 2009” bottle. How we could communicate the new bottle through a unique brand experience?

Describe how you arrived at the final design
For these reasons we chose to use the real symbol of Rome - the Coliseum - in an unexpected way. In this way we celebrated at the same time the unique special edition bottle and the unique event, signed by the message: “27th May 2009. History was made in Rome”. Inside Termini Station an installation was positioned that reproduced the antique Roman arena with the “Limited Edition Finale Roma 2009” bottles. The Heineken Coliseum was created by 1500 bottles, it was 3 metres high and was illuminated by the last generation of LED.

Give some indication of how successful the outcome was in the market
The Heineken Coliseum obtained world wide press coverage. The Coliseum fans opened a Facebook page where they posted all the photos taken near the installation. There was a request boom of Heineken “Limited Edition Finale Roma 2009” bottles in bars.