Moderate Drinkers Wanted
The Hero

”Moderate Drinkers Wanted” is the third campaign in the world (the 5^th in Italy), also created by Publicis Italia, on the subject of responsible drinking promoted by Heineken^®, continuing the company’s commitment to make moderate drinking “aspirational”.

This new campaign aims to support and strengthen the new global trend of moderate drinking. For the first time, it places women at the centre of the campaign, who encourage men to limit their drinking.

The new TV commercial, with an iconic soundtrack, conveys the clear message that women prefer men who drink in moderation.

Other projects Heineken

Cheers to all fans

What image comes to mind when you think about a football fan? Women fans? They make almost half of football fans across the world, so that makes sense. Cheers to that! #CheersToAllFans

The Night is Full of Great Drivers

People tend to overestimate how good drivers they are when they're drunk. 81% of them think that alcohol makes them better drivers like the famous F1 Daniel Ricciardo and Sergio Pérez. That's why Heineken wants to remind people that just…

The Night is Young

Heineken’s new campaign, ‘The Night is Young’, celebrates a safe return to social life with a group of vaccinated seniors enjoying a carefree night out in town. The first campaign in the #FreshBeginnings is here to encourage the youth to…

Heineken Silver Launch

To claim that the new Heineken Silver is Extra Fresh we jumped on the latest trend and we did what every other brands were doing: launching in the metaverse. We created the first virtual Heineken made only from the freshest…

Heineken Silver | Extra fresh for real

We have already had big fun playing with pixels and nonsensical trendwith our Metaverse launch. Now that the Virtual Heineken Silver ison the shelves, it's the time to refresh the real world, for real.

We’ll meet again

“We’ll meet again” celebrates people’s resilience over the last year, as the world found new ways to keeping the nightlife spirit alive while respecting the rules. The campaign captures the ways in which we all had to try and make…

Cheers With No Alcohol

For centuries non-drinkers have been facing this dilemma: cheers or no cheers? Meet #CheersWithNoAlcohol, the cheers-inclusive film for Heineken 0.0. Now you can

A Lockdown Love Story

For countries preparing to re-open, ‘A Lockdown Love Story’ celebrates the unexpected moments that only real life can bring. We follow a couple who falls in love online during quarantine. It isn’t until the restrictions are lifted and can meet…

Perfect Holidays

In the year of back to normal, Heineken reminds that with our family and friends it was never “normal” in the first place. The best part of the holidays in close circle is that they are not perfect. And that's…

The Spoon

21 years ago at UEFA EURO 2000™, the Italian football star Francesco Totti kicked the legendary “Spoon” shot against the Netherlands. Now it’s time for him to apologize to his Dutch rivals in Amsterdam – with a lot of surprises and some Heinekens to celebrate that…

Smart Working?

Heineken’s new campaign “Smart Working?” reminds consumers to be careful about how and when they consume, and encourage people to never drink alcohol while working. When it comes to smart-working, you can make it smart-drinking with Heineken 0.0 alcohol.

Shutter Ads

HEINEKEN’s newest platform, “Shutter Ads”, turns shutters into a new advertising media to help bars cope through these times. The brand is changing its media buying behaviour and diverts part of its media budget from outdoor advertising to closed shutters,…

Home Gatherings

2020 changed many things but unfortunately one: losing your drink at a home gathering. In order to make sure get-togethers are as safe as they are fun, Heineken reminds people to share evenings together by keeping drinks apart.

Enjoy The Rivalry

After being apart for so long, this EURO 2020 has a special feeling. We are finally together… to be rivals again. Heineken knows and celebrates the power of football in these well-intentioned films, portraying how if there's one thing we…

Daniel Craig vs James Bond

Daniel Craig is a world-renowned actor, but in the hearts and minds of #007 fans around the world he will always be James Bond.

Back to the bars

Finally, after a long lockdown, bars started opening around the world. And people started going out only to find that the new normal it’s quite new. Elbow bumps replaced hugs and air cheers replaced the clicking sound of the beers.…

Connections

Heineken has been present at social gatherings since 1873. But nowadays, with everyone cooped up inside their homes, we’ve been forced to find new and different ways of getting together and having a beer. This means that to socialise responsibly we…

Ode to Close

We might not be so close, but we are more together than ever. #Socialiseresponsibly

Empty Bars

During this lockdown, we’ve all been missing our social gatherings, laughing and chatting with our friends at the local bars. To keep bars open after the crises, Heineken has launched the global platform for #BackToBars encouraging drinkers to buy a…

Cheers to All

Going out is great. But everyone’s faced the same situation: looking down at a wrong drink that was given to them. Why? Because beer consumption and gender has gotten confused over the years. But, with Heineken’s fresh perspective, we can…

Holidays as usual

After a year of constant change, it was time to remind people of the one thing that stays the same: family. And what better time than the holidays to give a fresh perspective on old habits? The new Heineken film depicts…

When You Drive Never Drink – Father & Son

Nico and Keke Rosberg. Father & Son. Both F1 World Champions competing each other in everyday life, just to prove who’s better and see who will get to drive. Only to find out that the better driver is always the…

The Delay

Non-fans are often turned off by rugby - it looks too complicated to be enjoyed. Heineken®’s fresh perspective is that the rugby fans are so inclusive, everyone can have fun watching a match - whether you’re a hardcore fan or…

Heineken Vision

The new Heineken Vision campaign shows that a new perspective is right before our eyes: the most enjoyable perspective, held in the world around us. Reflections, light shows and fireworks use the iconicity of the Heineken bottle and the full…

Better Together

A UCL match is football as good as it gets. That’s why UCL nights are always great. But also why many people think all they need is a screen to follow the match. So they end up watching it alone.…

Unmissable

This is how Heineken® sees the world of the UEFA Champions League. People think only some UCL nights are unmissable with friends. Heineken®’s fresh perspective is that every match night has unmissable moments for everyone and we will demonstrate that…

Perspectives

The new Heineken® desirability campaign is called ‘Perspectives’ and is designed to reinforce the Heineken® brand belief, that when you choose to take a fresh perspective, you will enjoy life more. The campaign is designed to host Heineken® brand…

Heineken 0.0. NOW YOU CAN.

You know those moments when you would really like a beer but it would be inappropriate? Because other people might look at you weird? Like during a meeting or before driving or when you pick your kid up from kinder garden?…

No More Excuses

Publicis Italia presents “The Speech”, the new Heineken® campaign for the UEFA Champions League. The video, shot by the award-winning film director Guy Ritchie, features José Mourinho engaged in an impassioned and motivational speech for football fans around the globe.…

When you drive, never drink.

Publicis Italia has created the new chapter in Heineken®'s commitment to responsible drinking, addressing the important issue of the relationship between drinking and driving. The concept of the campaign began with an essential desire of the brand: situations exist in…

The Trailblazers

Who does not have a friend who always wants to do something else? Something else than the usual bar, the usual neighborhood, the usual stuff. What if, for once, his friends decide to follow him? The Trailblazer is an epic…

Heineken 0.0

Brewing a great tasting 0.0% alcohol lager beer, is it even possible? Heineken master brewers created an alcohol free, balanced and fruity recipe. Through outspoken TVC and digital assets, Publicis Italy let the world know that the new Heineken 0.0…

The Final Hashtag

On the occasion of the Champions League Final 2016, Heineken wanted to exploit its position as the Main Sponsor of UCL to communicate the brand's product qualities. To achieve impressive communication of so many key features, Publicis Italia summed them…

Share The Drama

The new Heineken UEFA Champions League campaign tells how a Champions League match is an unmissable show as every match is an unpredictable story, written in real time by the best players in the world. A show like this deserves…

Guardian Fans

“Guardian Fans” is a service created by Publicis Italia for Heineken. It is exclusively dedicated to footballers taking part in the UEFA Champions League. Footballers often receive unwanted visits at home when they are out playing. “Guardian Fans” is the…

The Tutorial

The F1 Circus arrives in Monaco. On the terrace of an exclusive bar, David Coulthard explains it to a complete stranger, the lucky owner of the last two Heinekens. Excitement, dreams and reality are perfectly combined, as in every race…

Credentials – Family

The new Heineken® global campaign “There is more behind the star” with Benicio Del Toro, stems from a common insight all over the world: we are all interested in those stories that hide behind famous people or famous brands. The…

The Look

La nuova campagna mondiale di Heineken® “There is more behind the star” con Benicio Del Toro, nasce da un insight comune in tutto il mondo: siamo tutti interessati a quelle storie che si nascondono dietro personaggi famosi o celebri brand. …

Credentials
Traditions

The new world campaign by Heineken® “There is more behind the star”, featuring Benicio Del Toro, was created thanks to an insight found worldwide: we are all interested in the stories that lie behind famous celebrities or renowned brands. A…

The Dilemma

For a true fan, watching Champions League matches with a group of friends is an essential tradition. It is their presence that makes each match unique. To launch the promotional campaign, Publicis Italia created and implemented a huge live stunt…

There’s more behind the star
Famous

Ode to openness

“Open your world” means that Heineken stands for openness. It’s a core value. This campaign is made to support the biggest launch in Heineken’s history: a non-alcoholic beer. A truly open beer that anyone can drink, at any time. Even…

There’s more behind the star
Family Secret

There’s more behind the star
Three Ingredients

Moderate Drinkers Wanted – The Hero Karaoke

This is the karaoke version of the “Moderate Drinkers Wanted” campaign. The third global campaign (the fifth in Italy), also created by Publicis Italia for Heineken® on the subject of responsible drinking, continues the company's commitment to make moderate drinking…

The Chorus

As a world sponsor of music events, Heineken, thanks to Publicis Italia, wants to show its fans that it understands what makes live music so special. The enjoyment of being at concerts comes not only from the music but also from…

The Patagonia Quest

What would you be prepared to do in order to get a beer? And what if we were to ask Ed Stafford, the crazy explorer and survivor who is used to attempting the most amazing feats? You would begin a…

The Live Tube

In a country that has many football talk shows, a UCL match could not end at the 90th minute. Therefore, thanks to an idea by Publicis Italia, Heineken created The Heineken Lounge: an amazing post-match event, never seen before. From…

The Candidate

Initially it was an internal communication project, but Publicis Italia immediately turned it into a brand activation, which saw 5,000,000 views on the Web in just the first two months on air, making it the second most talked about AD of…

The Sub Living Room

Heineken and Publicis Italia set the Guinness World Record with the pinball machine of THE SUB, making history as the “largest pinball machine in the world”. At Milan Design Week 2014, the Pinball Machine of THE SUB amazed and amused…

The Real Master Of Intuition

È possibile leggere in anticipo l’esito di un match? In Italia, i tifosi di calcio si reputano in grado di prevedere azioni e strategie di ogni partita? Per dimostrare che non è così, Heineken, con la creatività e la produzione…

Why not?
Why not man

Heineken Light is for those who want to stay light so they can say yes to everything, without having to choose or make decisions. A new generation believes that the lighter you are, the more choices you have: the WHY…

Why Not? – Why not woman

Mini Moment

Heineken presents not only the first beer in a 15cl bottle but also an innovative format created to satisfy and encourage new moments of consumption, made possible due to the small size of the bottle. With a “mini” version beer, it is even easier to enjoy…

Galaxies

The global “Galaxies” campaign is a fantastic journey through spectacular universes created by every single particle of the product. The journey symbolises the “opening” that Heineken offers, where one world opens up to another, in a continuous and spectacular way, and ends…

Alive

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…

The Wall of Opportunities

Dance More Drink Slow

In a powerful and impressive way, “Dance More, Drink Slow” conveys an important message to night people, which encourages responsible drinking and makes drinking without excess look cool and aspirational. The campaign was the result of “The Experiment”, a short video…

The Sunrise

Per parlare di moderazione ad un target che associa gli eccessi al divertimento, Heineken ha fatto leva su un consumer insight rilevante per il target: "Spesso le migliori opportunità le cogli quando ti avvicini alla fine della notte”. Da qui…

Reach the sunrise

To talk about moderation to a target group that associates excesses with fun, Heineken focused on consumer insight regarding the target group: “Very often, the best opportunities come towards the end of the night”. This led to the signature campaign line…