Heineken Outdoor, Case study The Final Hashtag [case video] by Publicis Italy

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The Final Hashtag [case video]

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Industry Beers and Ciders
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Italy
Agency Publicis Italy
Associate Creative Director Alessandro Candito, Paolo Bartalucci
Creative Director Luca Cinquepalmi, Bruno Bertelli, Marco Venturelli, Cristiana Boccassini
Art Director Andrea Raia
Copywriter Matteo Gatto
Released October 2016

Awards

Cannes Lions 2017
Outdoor Use of Outdoor: Use of Adapted Billboards / Posters Bronze Lion

Credits & Description

Title: The Final Hashtag
Agency: Publicis Italy
Brand: Heineken
Country: Italy
Entrant Company: Publicis Italy, Milan
Advertising Agency: Publicis Italy, Milan
Media Agency: Starcom, Milan
Production Company: Studio Ross, Milan
Additional Company: Cohn & Wolfe, 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)
Associate Creative Director: Alessandro Candito (Publicis Italy)
Art Director: Andrea Raia (Publicis Italy)
Copywriter: Matteo Gatto (Publicis Italy)
Strategic Planner: James Moore (Publicis Italy)
International Account Director: Lorenza Montorfano (Publicis Italy)
Account Supervisor: Maria Elena Gaglianese (Publicis Italy)
Brand Manager: Marta Grassi (Heineken)
Group Brand Manager: Cristina Gusmini (Heineken)
Marketing Director: Floris Cobelens (Heineken)
Account Executive: Veronica Stellato (Publicis Italy)
Art Buyer: Stefano Gruarin (Publicis Italy)
Associate Creative Director: Paolo Bartalucci (Publicis Italy)
Synopsis:
We used all Heineken’s Milan outdoor media buy into a campaign that displayed nothing more than a single hashtag, which condensed the brand’s product qualities and also included a call to action that football fans could not ignore: “tweet it right to win the UCL Final”.