London International Awards
2022 Winners and Finalists
Bronze
Transformative Business Impact
Sustainability
| Entrant: | Publicis Italy, Milan |
| Brand: | Heineken |
| Title: | "The Unwasted Beer" |
| Corporate Name of Client: | Heineken |
| Agency: | Publicis Italy, Milan/Le Pub, Amsterdam/Publicis Ireland, Dublin |
| Worldwide Chief Creative Officer: | Bruno Bertelli |
| Chief Creative Officers: | Cristiana Boccassini/Mihnea Gheorghiu |
| Creative Director: | Eoin Sherry |
| Board Creative Director Publicis Irlanda: | Ger Roe |
| Senior Copywriter: | Peter Dobbyn (Publicis Irlanda) |
| Agency Head of TV: | Niamh Skelly (Publicis Irlanda) |
| Agency Producer: | Claire Boylan (Publicis Irlanda) |
| Agency Strategy Director: | James Moore |
| Agency Group Account Director: | Gonzalo Gutierrez |
| Agency Account Director: | David Carter |
| Production Company: | D12FILMS , Dublin |
| Directors: | Ger Roe/Peter Dobbyn |
| Producer: | Joe Rigby |
| Director of Photography: | Luke Duggan |
| Editors: | Stephen Mogerly/Rory Fitzgerald |
| Sound Designers: | Damien Moloney/Simon Bird |
| Photographer: | Leo Byrne |
| Retoucher: | Michael Medvedi |
Written Brief:
Heineken turned lockdown beer that was going to waste into a global sustainable programme. How?
They completely reversed their business model, buying back 15.5 million litres of lockdown beer from closed bars and transforming it into a new range of sustainable solutions that could be served to communities globally.
The Unwasted Beer was transformed into biogas, electricity, animal feed, fertiliser, water and heat.
When we couldn’t serve beer. We served the planet.