London International Awards
2022 Winners and Finalists
Bronze
Integration
Zeitgeist
| Entrant: | Publicis Italy, Milan |
| Brand: | Heineken Silver |
| Title: | "The Virtual Heineken Silver" |
| Corporate Name of Client: | Heineken |
| Client Service Director: | Matteo Della Venezia |
| Media Company: | Dentsu RedStar , Global |
| PR Company: | Edelman, Global |
| Agency: | Publicis Italy, Milan |
| Le Pub Ams GM: | Eleni Charakleia |
| Worldwide Chief Creative Officer: | Bruno Bertelli |
| Chief Creative Officers: | Cristiana Boccassini/Mihnea Gheorghiu |
| Executive Creative Director: | Andrey Tyukavkin |
| Creative Directors: | Eoin Sherry/Jonay Sosa/Alessandro Candito/Matteo Grandese |
| Associate Creative Directors: | Daniela De Seta,/Alessandro Agnellini |
| Copywriters: | Andrey Yarinich/David Casares/Mario Rasero |
| Senior Art Director: | Maria Carrillo |
| Art Directors: | Valentino Borghesi/Patrick Rossa/Victor Lopez |
| Innovation & Experience Director: | Francois Rousseau |
| Head of Creative Technology: | Mauro Mazzei |
| Senior Project Manager: | Vittorio Cafiero |
| Agency Head of Production: | Mariella Maiorano |
| Chief Strategy & Innovation Officer: | Charles Laporte Aust |
| Agency Producers: | Sabrina Sanfratello/Matilde Bonanni |
| Agency Project Manager: | Christopher Handsley |
| Global Chief Strategy Officer: | Bela Ziemann |
| Chief Creation Officer: | Francesca Zazzera |
| Agency Strategic Planners: | Melike Akyar/Alex Moore |
| Agency Strategy Directors: | Monica Radulescu/Daniel Vargas Gomez |
| Head of Strategy: | Niccolò Rigo |
| Agency Account Executive: | Federica Mileti |
| Agency Group Account Director: | Madalina Marica |
| Agency Account Directors: | Gonzalo Gutierrez/Matilde Dettin/Alessandra Granata |
| Agency Account Team: | Tinatin Prangishvili |
| Global Ethnography Manager: | Mina Baginova |
| Global Data Strategist: | Ilko Petkov |
| Global Client Service Director: | Paola Natellis |
| Data Detective: | Donnchadh O'Sullivan |
| Production Companies: | Isobar, Global/Framestore London, London/SferaProduction Agency, Global/Amplify Productions , Global |
| Influencer Agency Company: | Billion Dollar Boy , Global |
| Sound Studio Company: | Grand Central Recording Studio , Amsterdam |
| Music Production Company: | MassiveMusic , Amsterdam |
Description:
To demonstrate that the virtual world isn’t always better than the real one, we ironically jumped on the metaverse trend by launching the first virtual beer that you are not able to hold or drink or taste. The virtual beer was promoted as if it was a new beer that consumers could try for themselves.
Only problem, once they interacted with the new virtual Silver in the metaverse, they had the realisation that they weren't able to taste it. Hence, we induced them the need and expectation to try the new beer for real. Starting with a PR launch in a virtual brewery in Decentraland, the virtual beer was available on an AR app, oculus, and as a snapchat filter. The new virtual beer was launched as if it was a real product with a social and influencer campaign and with a DOOH campaign all across Europe.