Heineken Outdoor CINEMA: LADY VIOLETTE'S DIARIES by J. Walter Thompson Italy

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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 Marco Viganò
Copywriter Marco Gucciardi E Cristiano Tonnarelli, Michele Picci Publicis Italy
Account Supervisor Elisa Petrone
Released September 2009

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: HEINEKEN
Product/Service: BEER
Executive Creative Director: Pietro Maestri
Creative Director: Bruno Bertelli/Cristiana Boccassini
Copywriter: Cristiano Tonnarelli/Michele Picci
Art Director: Marco Viganò
Account Manager: Giada Salerno
Account Supervisor: Elisa Petrone
Date of First Appearance: Sep 11 2009 12:00AM
Entrant Company: JWT ITALIA, Milan, ITALY

Description of Ambient execution
To remember our consumers that it’s always better going out with friends for a beer maintaining an easy going attitude than becoming adult and losing some sacred moment with friends, we trapped our consumers at the cinema, creating a singular event. Many beer drinkers were invited to the cinema for the opening of a new film: “Lady Violet’s Diary”. For the occasion we created a few minutes of a fake film based on a very long, romantic, paradoxical story. This film was showed at the cinema in one selected night. During the screening suddenly appeared the claim “Are you still with us?” to remember our consumer that fell in the traps that is always better stay with friend in an entertaining way. After that we offered to the audience the opportunity to watch an action movie (adapt for beer drinkers): G.I. Joe: The Rise of Cobra.