Cannes Lions

HEINEKEN

PUBLICIS NY, New York / HEINEKEN / 2004

Film
Presentation Image
Film

Overview

Entries

Credits

Overview

Description

"Election Year" brings comic relief to the seriousness of this year's U.S. presidential election with a satirical approach using the mascots of the opposing political parties in America. Both the donkey (Democrats) and the elephant (Republicans) are being taught to dance. Two guys with Heineken watch, weary of what's to come.

Execution

This was an integrated effort with three phases. Online (launched in December 2003): Provided promotion fulfillment and linked to key media partners (e.g., Rolling Stone. Print/Radio (launched in January 2004): Announced the sponsorhip of the GRAMMYs and the promotion and drove people to the website. TV (launched in the GRAMMYs): Launched new topical spot to the largest consumer audience available.

Outcome

PR alone for the spot was worth $750,000.

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