COULD HAVE BEEN A HEINEKEN

Creative idea

Voice notes were created to make communication easy, but over time they turned into a kind of lazy “catch-up” tool, where conversations became rambling monologues instead of happening face to face. A longtime advocate of social life, Heineken turned this cultural frustration into a provocation: what if voice notes became an opportunity to socialise? The answer was a simple statement: “Could have been a Heineken.” Heineken created a WhatsApp-based experience where users could forward long messages to a bot and receive free beers in return. It also partnered with creators and used a popular trend to amplify the conversation.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Product
Campaign name: COULD HAVE BEEN A HEINEKEN
Agency network: LePub
Agency: LePub Milan
Media agency: Dentsu Creative
Additional company: LePub Sao Paolo
Agency chief executive officer: Bruno Bertelli
Chief creative officer: CHIEF CREATIVE OFFICER GLOBAL: Cristiana Boccassini, Mihnea Gheorghiu - LEPUB SAO PAOLO: Laura Esteves
Executive creative director: LEPUB MILAN: Gaston Soto Denegri, Jack Smedley - LEPUB SAO PAOLO: Greg Kickow, Rafael Alves
Creative director: LEPUB MILAN: Valentino Borghesi, Andrea Afeltra - LEPUB SAO PAOLO: Yan Prado, Leandro Vilas - Associate Creative Director: Caio Lima
Art director: LEPUBMILAN: Vincenzo Russo - LEPUB SAO PAOLO: Arthur Mourão e Samoel Junqueira
Copywriter: LEPUBMILAN: Alessandro Traverso - LEPUB SAO PAOLO: Victor Sotero
Designer: LEPUBMILAN: Senior Designer: Fabio Iacomino, Junior Designer: Daria Guseva
Account director (agency): LEPUB MILAN: Client Service Director: Ilaria Castiglioni Account Director, Project Manager: Alessandro Grotto, Gonzalo Gutierrez, Account Manager: Candida Franchi, Account Executive: Marta Sartorio - LEPUB SAO PAOLO: Account Director: Juliana Dantas Account Manager: Marina Roge e Lucas Araque Account Supervisor: Marcella Marigo Account Executive: Rayani Tobias Account Assistant: João Vitor Paixão
Client account director: HEINEKEN GLOBAL - Head of Global HNK® Brand: Nabil Nasser, Global Communication Director: Dana Katz, Global Communication Manager: Nalini Bhagwandin,Communication Manager: Alessandra Cavarra, Head of Brand & Consumer PR: Jonathan O’Lone, Brand Global PR Lead: Joey Brophy HEINEKEN BRASIL VP Marketing: Cecilia Bottai Mondino, Sr Director Heineken BU: Eduardo Picarelli, Brand Director: Igor de Castro, Brand Manager: Williane Vieira, Brand Analyst: Giullia Gonçalves, Consumer Connections Director: Fernanda Saboya, Consumer Connections Manager: Luiza Agostini, Media Specialist: Maria Rivaz, Sr Manager Corporate Comms: Rafael Golfe, Corporate Comms Coordinator: Karina Otsubo, Sr Manager Brand PR & Influencer: Adriana Teixeira, Manager Brand PR & Influencer: Camille Nunes, Digital & Data: Eduardo Paiva, Digital & Data: Stefanny Jeronimo, Trade Marketing Manager: William Mazzucatto,Trade Marketing Analyst: Julia Denunci
Media director: LEPUB SAO PAOLO: Priscilla Leite, Media Manager: Jussara Bezerra e Gustavo Cardoso Media Supervisor: Lucas Gimenez, Raquel Lopes e Carla Tassi Media Assistant: Eric Bueno e João Marinho
Managing director: LEPUB MILAN: David Pagnoni - LEPUB SAO PAOLO: CSO & Partner: Aldo Pini, COO: Aline Garcia, Executive Business Intelligence Director: Jessica Nahal Business Intelligence Manager: Gabriela Jung Business Intelligence Supervisor: Maiara Amaral
Strategic planner / strategist: LEPUB MILAN: Head of Strategy: James Moore, Head of Content: Manuela RossiLEPUB SAO PAOLO: Strategy Director: Marília Duran Strategy Manager: Estela De Luca e Bruna Coelho
Pr director: LEPUB MILAN: Global Head of PR & Communication: Isabella Cecconi, Senior PR Manager: Eleonora Botta - LEPUB SAO PAOLO: Chief Communications Officer: Paula Ganem, Communications Manager: Mafê Malozzi - The Romans (PR strategy and global coordination) Managing Director: Kate Brazier, Executive Creative Director: Dan Roberts, Creative, Director: Jordan Kavanagh, Senior Associate Director: Liam O’Brien, Senior Account, Director: Sarah Jones, Account Director: Maddie Pay, Senior Account Manager: Leigh Brian, Account Manager: Tom Phillips, Account Executive: Amelia Pia, Account Executive: Rebecca Kapoor, Assistant Account Executive: Abbie Goodman
Film production: ANTIDOTE FILMS
Music: Audio Network - Music Consultant: Massimo Giordani
Agency producer: LEPUB MILANO: Chief Production Officer: Francesca Zazzera, Producer: Cinzia Morandi, Producer: Martina Mozzillo, Junior Producer: Arianna Pellegrini, Motion Designer: Dario Lipani, Editor: Andrea Besana, Editor: Roberto Bella, Editor: Marco Marasca, Colorist: Claudio Beltrami
Digital production: LEPUB MILAN: Head of Digital Production: Vittorio Cafiero
Additional company: LEMA + (LOCAL PR AGENCY): CO-Founder & CEO: Leandro Matulja, CO-Founder & COOPRESS LEMA: Leticia Zioni, Partner & CCO: Gui Maia, Account Manager: Maria Puebla, Services and Project Manager: Felipe Klingelhoefer, Creative Strategy Manager: Felipe Vaitsman, Creative Strategy, Coordinator: Sidney de Oliveira, Creative Copywriter: Thales Ferreira, Creative Art Director: Daniel Magalhães, Community & Influencer Coordinator: Gabriela Rossi, Community & Influencer Specialist : Maiara Vieira,Press Officer Manager: Luís Dolci, Press Coordinator: Letícia Saraiva, Press Officer: Isabella Gomes, Press Officer: Mayara Grosso, Press Officer Assistant: Fernando Bocardo