International advertising agency Publicis Italy declared as Adweek's 2021 International Agency of the Year
In the midst of the global pandemic, Heineken launched a unique advertising initiative called "Shutter Ads." This creative approach aimed to benefit bars, the brand, and consumers simultaneously, as the world faced unprecedented challenges.
Bram Westenbrink, global senior director at Heineken, issued what he considered the hardest brief in his life. His focus was on creating value for partners during the pandemic, particularly for bars that were forced to close due to lockdown restrictions.
Heineken's agency, Publicis Italy, responded to the brief with a strategy of "acts, not ads." The "Shutter Ads" initiative was born, transforming the shutters of closed bars into advertising space for Heineken.
The shutters of affected bars were adorned with Heineken advertisements, effectively turning these normally "invisible" closed surfaces into promotional billboards. This provided bars with a form of passive promotion and a symbolic way to stay connected with customers until they could reopen.
The "Shutter Ads" initiative was not just about advertising; it was about providing commercial and emotional support during difficult times for the hospitality industry. By using their marketing budget to support bars, Heineken was able to redirect their resources to where they were needed most.
The value created by the "Shutter Ads" initiative worked for all parties involved. Bars received financial support, Heineken maintained visibility, and consumers continued to see the brand, fostering a sense of connection and anticipation for when the bars would reopen.
In conclusion, Heineken's "Shutter Ads" initiative is a testament to the power of creativity and empathy in times of crisis. By thinking outside the box and focusing on creating value for all stakeholders, Heineken was able to support the hospitality industry during lockdowns and maintain a strong connection with their consumers.
In the light of Bram Westenbrink's challenging brief to create value for partners during the pandemic, particularly for struggling bars, Heineken's "Shutter Ads" initiative transformed the shuttered bars' surfaces into advertising spaces, offering financial support to these establishments and maintaining visibility for the brand. The initiative, a blend of creativity and empathy, was not solely an advertising move, but also a means to provide commercial and emotional support to the hospitality industry during challenging times.
