Cannes Lions

The Censored Ads

MADE, Mexico City / HEINEKEN / 2017

Presentation Image
MP3 Translation
MP3 Original Language

Overview

Entries

Credits

Overview

Description

Censuring our own radio spots by adding an annoying pitch over 18,000 Hz that only the under age persons can hear.

Execution

With this technology applied to our spots, we made sure that only the

older people can hear our messages correctly.

Outcome

We had a great response from society in being the first brand of beer to censor its own ads for under age persons. The initiative will continue and now we are evaluating new media to use this technology.

Similar Campaigns

12 items

Life is the Greatest Odyssey

DDB PARIS

Life is the Greatest Odyssey

2024, HENNESSY

(opens in a new tab)