Cannes Lions

Responsible Champions

LEPUB, Milan / HEINEKEN / 2023

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Overview

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Credits

Overview

Background

In Argentina,soccer is the most important thing there is.And due to constant economic crises, it is the only way people find to channel their emotions.The link with the national soccer team is not exempt from this passion, winning the World Cup in 1978 and 1986. However, the following 36 years were full of frustrations,including two lost World Cup finals, in 1990 with Maradona and in 2014 with Messi. However,while the country was immersed in a deep economic/social crisis,in the FIFA World Cup in Qatar 2022, Argentina became world champion again,winning its third star and crowning Messi as the best soccer player of all time.This unleashed an excessive euphoria in the people,making more than 5 million people take to the streets throughout the country to celebrate. An amount of people impossible to control for any type of police control,so individual responsibility of each person was appealed to.

Idea

AFTER THE MASSIVE CELEBRATIONS IN THE STREETS OF BUENOS AIRES, ALL NEWS CHANNELS WERE QUICK TO HIGHLIGHT HOW IRRESPONSIBLE ARGENTINE FANS WERE IN CELEBRATING. HOWEVER, THE TRUTH IS THAT THEY ALL SHOWED THE SAME FEW NEGATIVE CASES, WHEN IN REALITY THERE WEREN'T THAT MANY. HEINEKEN WANTED TO SHOW THE OTHER SIDE OF THE CELEBRATIONS - THAT OF RESPONSIBLE CHAMPIONS. THAT'S WHY WE WENT OUT TO THE STREETS IN THE EARLY HOURS AFTER THE CELEBRATIONS TO CAPTURE LIVE FOOTAGE OF THOSE FANS WHO CHOSE TO SLEEP IN THEIR CARS AFTER PARTYING INSTEAD OF DRIVING, IN A RESPONSIBLE MANNER. WE THEN FLOODED THE CITY AND SOCIAL MEDIA WITH AN IMAGE OF RESPONSIBLE FANS, WHOM WE CALLED "RESPONSIBLE CHAMPIONS".

Strategy

December in Argentina was all about one thing: the World Cup. But Heineken is not a sponsor of the FIFA World Cup, so they couldn't talk about the Cup, the matches, or the players. However, Argentina became the champion, and Argentine fans were in the news all over the world. That's where Heineken found the opportunity to talk about the most relevant topic for any Argentine. But they did it in their own Heineken way, because while many were talking about how irresponsible the Argentine fans were in celebrating, Heineken showed the other image: that of Responsible Champions.

Execution

On the same early morning of the celebrations, real fans sleeping in their cars instead of driving home were photographed. And during the week, while the news talked about the negative image of the fans, Heineken published OOH ads on strategically located billboards in Buenos Aires and posted the same images on Instagram and Facebook. The more people talked about the irresponsible behavior of the fans during the celebrations, the louder and stronger Heineken's message became.

Outcome

Reach: 2.9M

IMPRESSIONS: 4.2M

REACTIONS: 1.118

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