Heineken commissioned Publicis Italia to create a global campaign to increase product desirability. “Alive” arises from the desire to represent beer in an entirely new and original way, showing how not only the product but also the brand can be made even more desirable.
For the first time, the product represents Heineken’s DNA: open, world-class and inventive. Therefore, in the campaign, bottles, glasses and cans are no longer portrayed as limiting the live essence contained within but become boundaries to be overcome.
The desire for a Heineken, which has now become uncontrollable, is released and explodes into something vigorous, dynamic and bright. And you can almost touch it.