London International Awards
2022 Winners and Finalists
Bronze
Digital
Beverages - Alcoholic
| Entrant: | Publicis Italy, Milan |
| Brand: | Heineken |
| Title: | "Boycott Ads" |
| Corporate Name of Client: | Heineken |
| Agency: | Publicis Italy, MIlan/Le Pub, Amsterdam/Publicis Argentina, Buenos Aires |
| Worldwide Chief Creative Officer: | Bruno Bertelli |
| Chief Creative Officers: | Cristiana Boccassini/Mihnea Gheorghiu/Fernando Bellotti/Domenico Massareto/Fabio Mazia |
| Creative Directors: | Eoin Sherry/Francisco Bledel/Martin Pettinari/Arturo Marenda |
| Associate Creative Directors: | Fernando Dominguez/Giulio Frittaion/André Leotta |
| Copywriter: | Rodolfo Monteiro |
| Art Director: | Elias Carmo |
| Agency Producer: | Tomas Vidal |
| Agency Group Account Director: | Paola Natellis |
| Agency Account Directors: | Gonzalo Gutierrez/Joanna Alencar |
| Integrated Business Director: | Nicolás Gruschetsky |
| Head of Account: | Flavia Cortes |
| General Manager: | David Pagnoni |
Description:
Boycott Ads turned anti-vaxxers bad reviews into geolocalized ads for safe bars. Because if they were boycotted by anti-vaxxer, it made sense to think they were safe place to socialize.
So, Heineken tracked the online ratings after the Vaccine Pass introduction, geolocalized the most boycotted bars and exposed them in their own ads, to give them back the visibility they had lost and drive traffic directly to the bar.