CD by J. Walter Thompson Italy for Heineken

CD

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Industry Beers and Ciders
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Italy
Agency J. Walter Thompson Italy
Executive Creative Director Alberto Citterio, Pietro Maestri
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano
Art Director Fabrizio Pozza, Alessandro Agnellini
Copywriter Davide Iacono, Francesco Muzzopappa
Account Supervisor Elisa Petrone
Released July 2009

Credits & Description

Category: Ambient: Bars, Restaurants & Stores, etc.
Advertiser: HEINEKEN
Product/Service: BEER
Agency: JWT ITALIA
Executive Creative Director: Pietro Maestri
Creative Director: Bruno Bertelli/Cristiana Boccassini
Copywriter: Davide Iacono/Francesco Muzzopappa
Art Director: Alessandro Agnellini/Fabrizio Pozza
Account Manager: Giada Salerno
Account Supervisor: Elisa Petrone
Date of First Appearance: Jul 19 2009 12:00AM
Entrant Company: JWT ITALIA, Milan, ITALY

Description of Ambient execution
To remind our consumers that it is better to spend time with friends we developed an operation in co-marketing with Fnac. For two weeks we put, in all points of sale and in visible compartments, some fake romantic, boring CDs and DVDs made for nights in with the girlfriend. If a guy chose one of these titles it meant that he didn’t stay out more with his friends. So the claim “Are you still with us?”, positioned on the back of the box, was to remind him that there is always the risk of growing up and becoming an adult therefore losing his easy going attitude. Upon aquiring the CDs or DVDs the purchaser discovered our trap: every fake box offered a discount voucher to buy something inside Fnac stores.