TOCAYOS

Creative idea

The idea was to treat coincidence as infrastructure. In Spain, names like Paco, Pepe or Luis are so common they fade into the background. Tocayos brought them back into focus. Not as repetition, but as connection. By linking bars that share the same name, Heineken created something that behaves like a franchise, but feels nothing like one. No standardisation, no dilution, just shared strength. The idea balances emotion and practicality: celebrating the familiarity of local bars while giving them access to greater support. Nothing new was imposed. A name became a signal of belonging, scale, and a network already there.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Product
Campaign name: TOCAYOS
Agency network: LePub
Agency: LePub Milan
Production company: ANTIESTATICO
Agency chief executive officer: Bruno Bertelli
Chief creative officer: Cristiana Boccassini, Mihnea Gheorghiu, Luca Boncompagni, Cinzia Crociani
Executive creative director: Gaston Soto Denegri, Jack Smedley
Creative director: Fernando Dominguez, Rafael Nicolau Pfaltzgraff, Alessandro Agnellini
Art director: Senior Art Director: Gianluca Sebastiani, Art Director: Marco Basilico
Copywriter: Senior Copywriter: Cristiana Candido
Account director (agency): Global Client Service Director: Shirine Aoun, Global Client Service Director: Ilaria Castiglioni, Group Account Director: Luigi Palma, Account Director: Gonzalo Gutierrez, Account Executive: Clara Boggia, Project Manager: Alessandro Grotto,
Client account director: HNK® GLOBAL: Head of Global Heineken® Brand: Nabil Nasser, HNK® Global Communication Director: Dana Katz, HNK® Global Communication Manager: Alessandra, Cavarra, HNK® Global Communication Manager: Nalini Bhagwandin, HNK® Brand Global PR Lead: Joey Brophy, HNK Global Digital Manager Heineken®: Laurens Griep, HNK Agile Project Manager: Paul Suurmeijer – HNK® SPAIN: Marketing Director: Maria Oliveira, Marketing Manager: Marta Moreno Gomez, Brand Manager: Talía Expósito Cañones, Associate Brand Manager: Irene Loustau Pérez, Marketing & Comms Analyst: Marta Álvarez González, Channel digitalizacion Executive: Pilar Lagullón, Comms Manager: Pilar Perez, Comms Specialist: Gabriel Rodrigez Calderon, Trade Director: Ignacio Cunillé Arias, Trade Marketing manager: Ana Maria García Muñoz, Trade Marketing Specialist: Hugo Ciprian Canorea, Regional Sales Managers: Eva Gil Trujillo Javier Prat, Sergi Pugnau Piñeyro, Alberto Rodríguez Santos, Regional trade marketing managers: Carlota Gil Rodriguez, Alberto Fernandez Perez, Regina Pereiro Santamaría, María Jesús Cabecera
Managing director: David Pagnoni
Strategic planner / strategist: Head of Strategy: James Moore,Strategy Director: David Casares
Pr director: Global Head of PR & Communication: Isabella Cecconi, Senior PR Manager: Luca Orioli
Agency producer: Chief Production Officer: Francesca Zazzera, Head of Production: Federico Fornasari, Producer: Irene Tamagnone
Digital production: Head of Innovation and Digital Production: Vittorio Cafiero, Global Head of Creative Technology: Mauro Mazzei, Digital Producer & Project Manager: Kejsi Haxhi
Additional company: ANTIESTATICO: Chief Executive Producer: Matias Dumont, Director: Santiago Zannou / Eloi Rodes, DOP: Marino pardo / Ana Cadavid, Executive Producer: Juliana Cordoba, Producer: Pilar garcia / Ingrid beschiroff, Production Manager: Rodrigo Alonso De Celada, AD: Antonio Diaz, Unit c: Jose Chica / Javier Silva, Stylist: Tica Castaño, Art Director: Ana Becedas