Cannes Lions

Green Your City

PUBLICIS BRASIL, Sao Paulo / HEINEKEN / 2022

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Overview

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Credits

Overview

Background

Heineken is the beer of the city and a brand of enjoyment. There’s nothing like enjoying a Heineken in an iconic global city. But this is getting harder day after day, especially in Brazil, since many cities are overpopulated and have many sustainable issues. Every act of people, including those of enjoyment, demands a lot for the environment. Heineken wanted to bring back the perspective of guilt-free enjoyment in the cities.

Idea

Heineken created Green Your City, a sustainable and cultural platform to make Brazilian cities greener. And doing it everything in the city greener, from our beer to the bars, from the city parks to the city rivers.

Strategy

Everyone expects to have a good relationship with the future and with the city. So, sustainability is a thing for all targets. But when it comes to GenZ they expect more than any generation for brands to act on their behalf. That’s why Heineken needed to take action, not just talk about sustainability.

Execution

We partnered with an energy distributor to brew Heineken beers with 100% green energy. The same distributor helped us to help bars to have green energy too, with up to 50% of energy bill savings. The same happened to consumers, with saving up to 20%. We also established many partnerships to revitalize parks, streets and even São Paulo’s major river.

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