BRAZIL — Heineken® and Le Pub Brazil are challenging the stereotype that gaming is an antisocial pastime – launching “Not All Nights Out are Out,” a global campaign that merges gaming culture with the Heineken® brand’s social spirit, celebrating online entertainment as an important moment of socialization.
The campaign will be made up of a main film, titled Just Another Night Out, as well as a number of other initiatives, including short side stories, bar games, and other creative activations.
The main film Just Another Night Out, directed by award-winning French director Frederic Planchon, told the story of Alex and three companions. Using the city of São Paulo as a backdrop, the protagonist faces several unexpected challenges on their way to a night of fun with friends; just not ending in the expected classic bar scene associated with social moments.
“When Le Pub reached out with the initial idea, I found it really interesting to see Heineken engaging and embracing new audiences. It was great working with Bruno Bertelli, Felipe Cury and the team to develop the script and find the right balance of humor and narrative to ensure the twist landed. We were lucky to find a great actress who really delivered in terms of a nuanced performance hitting the right tone,” said film director Frederic Planchon.
Brazil is among the largest gaming markets in the world has over 88% of its population playing video games on any type of device. According to the Game Brazil Research, a consolidated annual survey on the consumption of electronic games in the country, main gaming-related activities are playing or downloading a free-to-play video game (40%), playing a videogame with real-life friends (35%) and watching a live gaming stream (e.g. on Twitch, YouTube Gaming, PandaTV etc.) (20%). However, the act of playing video games continues to be surrounded by false stereotypes, among them, that online gaming is a solitary and antisocial activity.
Mr. Eduardo Picarelli, director of the Heineken® Business Unit in Brazil, explained the brand’s aim: “We want to help to break this stereotype. We entered the universe of games because we have something in common: the fact that socialization is both the core of our brand and the gamer community. Following the tradition of always offering a fresh perspective on the themes it addresses, the role chosen for Heineken® in this campaign is to demystify the image of the gamer isolated from friends and celebrate the act of gaming as a social activity.”
In addition to the main film launch, the campaign will also feature upcoming side stories and special activations. “In-Games Bars,” for instance, will consist in a promotional digital experience where Heineken® will offer vouchers for their products in 2700 mobile games. Through Ifood, a delivery food and drink app, gamers will be able to order their regular beverage to accompany their leisure time transforming more than 2700 games into 2700 new Heineken® bars. While with “Beer Matchmaking”, in partnership with the St Marché supermarket flagship in São Paulo, Heineken® will contribute to the solution of a socialization problem that gamers complain a lot about: matchmaking. Via a limited-edition bottle with a QR Code players will be able to connect, according to their favorite type of game, creating the perfect match.
The conception of the overall project comes from Le Garage, a section of Le Pub dedicated to Gaming and Innovation, where technology gets stripped down and reimagined as an inspiration for communication. Le Garage represents a vast array of projects and scopes – from initial creative ideas through to completion, which has already been featured in many important campaigns.
“We saw a key opportunity for Heineken® to enter the gaming universe and we made sure that any actions we took were putting gamers, who are a very demanding audience, at the forefront. This 360° campaign not only fits every platform but every audience being built for each cluster thanks to the great work of data and over-arching strategic approach. This all, supported by great PR activations and brand experiences, gives the innovative and fresh look Heineken® is known for.” shared Bruno Bertelli, Global CEO of Le Pub, Global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy.
Additionally, the project includes external media actions and digital platforms, with challenges in partnership with TikTok, special formats with Google, and activation of the streamer community with Twitch, among others. The entire campaign ecosystem is the first Heineken® Global campaign produced entirely in Brazil.
CREDITS
HEINEKEN GAMING 2023 – CREDITS CAMPAIGN
HEINEKEN
Sr. Director Global Heineken® Brand: Bram Westenbrink
Heineken® Global Communication Director: Agnieszka Gorecki
Heineken® Global Communication Manager: Guilherme Retz
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Global Head Digital Consumer Innovation: Natacha Volpini
Heineken® Brazil CMO: Nabil Nasser
Heineken® Brazil Brand Director : Eduardo Picarelli
Heineken® Brazil Sr Brand Manager : Igor de Castro
Heineken® Brazil Brand Manager: Marina Awada
Heineken® Brazil Head of PR: Adriana Teixeira
PUBLICIS ITALY/LePub & LePub Brazil
Global CEO Le Pub, Global CCO Publicis Worldwide and CCO Publicis Groupe Italy: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini / Mihnea Gheorghiu
Chief Creative Officer Brazil: Felipe Cury
Global Executive Creative Director: Andrey Tyukavkin
Creative Director Brazil: Greg Kickow / Alex Adati
Associate Creative Director Italy: Stefano Zanoni
Associate Creative Director Italy: Roberto Ardigò
Copywriter Brazil: Andressa Cruz
Intern Art Director Italy: Thu Cao
Intern Copywriter Italy: Amilcar Silarsah Veerapen
Intern Copywriter Italy: Başak Özkeskin
Global Head of PR & Communication: Isabella Cecconi
General Manager Brazil: Ana Hernandes
Business Director Brazil: Jayme Neto
Group Account Director Italy: Ilaria Castiglioni
Global Account Director: Derek Muller
Global Data Strategist: Ilko Petkov
Global Strategy Director: Monica Radulescu / James Moore
Head of Strategy Brazil: Silvia Paes
Global Chief Production Officer: Francesca Zazzera
Producer Post Production Brazil: Marcia Lacazze
Producer Post production Italy: Sabrina Sanfratello
PRODUCTION
Production Company: Academy Films
Director: Frederic Planchon
DOP: Ruben Impens
Executive Producer: Simon Cooper
Producer: Dulcie Kellett
POST-PRODUCTION
Editor: Sam Rice-Edwards
Game post production: MUVA
Post production: Prodigious Italy
Sound studio: DaHouse
Color: Jean Clement Soret – Company3
HEINEKEN GAMING 2023 – CREDITS DIGITAL CAMPAIGN
HEINEKEN
Sr. Director Global Heineken® Brand: Bram Westenbrink
Heineken® Global Communication Director: Agnieszka Gorecki
Heineken® Global Communication Manager: Guilherme Retz
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Global Head Digital Consumer Innovation: Natacha Volpini
Heineken® Brazil CMO: Nabil Nasser
Heineken® Brazil Brand Director : Eduardo Picarelli
Heineken® Brazil Sr Brand Manager : Igor de Castro
Heineken® Brazil Brand Manager: Marina Awada
Heineken® Brazil Head of PR: Adriana Teixeira
PUBLICIS ITALY/LePub & LePub Brazil
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini / Mihnea Gheorghiu
Chief Creative Officer Brazil: Felipe Cury
Global Executive Creative Director: Andrey Tyukavkin
Creative Director Brazil: Greg Kickow / Alex Adati
Associate Creative Director Italy: Stefano Zanoni
Associate Creative Director Italy: Roberto Ardigò
Senior Art Director Brazil: Marcelo Vaz
Senior Copywriter Brazil: Vinicius Biss
Art Director Brazil: Mauro Elton
Senior Copywriter Brazil: Andressa Cruz
Intern Art Director Italy: Thu Cao
Intern Copywriter Italy: Amilcar Silarsah Veerapen
Intern Copywriter Italy: Başak Özkeskin
Global Head of PR & Communication: Isabella Cecconi
General Manager Brazil: Ana Hernandes
Business Director Brazil: Jayme Neto
Group Account Director Italy: Ilaria Castiglioni
Global Strategy Director: Monica Radulescu / James Moore
Head of Strategy Brazil: Silvia Paes
Global Data Strategist: Ilko Petkov
Global Chief Production Officer: Francesca Zazzera
Producer Brazil: Marcia Lacazze
Producer Post production Italy: Sabrina Sanfratello
PRODUCTION
Production Company: Tropical Film
Director: Rog Souza
DOP: Juliano Lopes
Executive Producer: Gabriel Dagostini
Producer: Felipe Rangel
POST-PRODUCTION
Editor: Allex Deracco
Game post production: MUVA
Post production: Flow Vfx
Sound studio: DaHouse
Color: Felipe Tolotti
HEINEKEN GAMING 2023 – CREDITS ACTIVATION REAL GAME BARS & IN GAME-ADS
HEINEKEN
Sr. Director Global Heineken® Brand: Bram Westenbrink
Heineken® Global Communication Director: Agnieszka Gorecki
Heineken® Global Communication Manager: Guilherme Retz
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Global Head Digital Consumer Innovation: Natacha Volpini
Heineken® Brazil CMO: Nabil Nasser
Heineken® Brazil Brand Director : Eduardo Picarelli
Heineken® Brazil Sr Brand Manager : Igor de Castro
Heineken® Brazil Brand Manager: Marina Awada
Heineken® Brazil Head of PR: Adriana Teixeira
PUBLICIS ITALY/LePub & LePub Brazil
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini / Mihnea Gheorghiu
Chief Creative Officer Brazil: Felipe Cury
Global Executive Creative Director: Andrey Tyukavkin
Creative Director Brazil: Greg Kickow / Alex Adati
Associate Creative Director Italy: Stefano Zanoni
Associate Creative Director Italy: Roberto Ardigò
Senior Copywriter Brazil: Vinicius Biss
Art Director Brazil: Mauro Elton
Copywriter Italy: David Casares
Art Director Italy: Victor Lopez
Junior Art Director Brazil: Ana Carolina Miranda
Junior Copywriter Brazil: João Eustachio
Global Head of PR & Communication: Isabella Cecconi
Global Strategy Director: Monica Radulescu / James Moore
Head of Strategy Brazil: Silvia Paes
Global Data Strategist: Ilko Petkov
General Manager Brazil: Ana Hernandes
Business Director Brazil: Jayme Neto
Group Account Director Italy: Ilaria Castiglioni
Global Chief Production Officer: Francesca Zazzera
Producer Brazil: Marcia Lacazze
Producer Post production Italy: Sabrina Sanfratello
RED DOOR AGENCY
Account Director: Serge Crespin
Senior Key Account Manager: Luiza Lunardelli
Business: Natalia Neves
Production Director: Thais Alvarez
Production manager: Luciana Pecegueiro
Producer: Milena Buzzetti
Creative and Strategy Director: Caetano de Pádua
Planning: Renato Frey
Planning assistant: Daniel Rezende
Sr. Art Director: Ricardo China
Art Director: Vinícius Pedro
Architecture: Cássia Brito Esatoglu
3D Designer: Maycon Martines
3C GAMING
CEO: Renan Philip
CCO: Paulo Aguiar
Creative Director: Lucas Pinheiro
Copywriter: Lucas Munhoz
Client Service: Marcelo Trivilato and Ana Luiza Amaral Baldacini
Art direction: Lucas Pinheiro and Catharina Leonart
Creative strategy: Lucas Pinheiro, Giulia Perrone and Giovanna Cartapatti
Producer: João Bezerra
Production and Broadcast: Executive Producer – Stephan Natal
General Producer: Thomas Santos
Project Manager: Jessica “Shiro” Benatto
Technical Director: Hylan Dias
Broadcast Engineer: Nykolas Costa
IT Manager: Rafael Souza
Head League Ops: Henrique Agrela
