| Cannes Lions 2017 | ||
|---|---|---|
| Outdoor | Use of Outdoor: Use of Adapted Billboards / Posters | Bronze Lion |
Title: The Final Hashtag
Agency: Publicis Italy
Brand: Heineken
Country: Italy
Entrant Company: Publicis Italy, Milan
Advertising Agency: Publicis Italy, Milan
Media Agency: Starcom, Milan
Production Company: Studio Ross, Milan
Additional Company: Cohn & Wolfe, Milan
Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Creative Director: Luca Cinquepalmi (Publicis Italy)
Creative Director: Marco Venturelli (Publicis Italy)
Associate Creative Director: Alessandro Candito (Publicis Italy)
Art Director: Andrea Raia (Publicis Italy)
Copywriter: Matteo Gatto (Publicis Italy)
Strategic Planner: James Moore (Publicis Italy)
International Account Director: Lorenza Montorfano (Publicis Italy)
Account Supervisor: Maria Elena Gaglianese (Publicis Italy)
Brand Manager: Marta Grassi (Heineken)
Group Brand Manager: Cristina Gusmini (Heineken)
Marketing Director: Floris Cobelens (Heineken)
Account Executive: Veronica Stellato (Publicis Italy)
Art Buyer: Stefano Gruarin (Publicis Italy)
Associate Creative Director: Paolo Bartalucci (Publicis Italy)
Synopsis:
We used all Heineken’s Milan outdoor media buy into a campaign that displayed nothing more than a single hashtag, which condensed the brand’s product qualities and also included a call to action that football fans could not ignore: “tweet it right to win the UCL Final”.