The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Multi-Country or Global / CSR
Annual ID
OS22_CE003G
About the Work
When the Covid crisis hit bars were forced to go into lockdown, closing their shutters permanently. The off-trade is an essential partner of the Heineken company so it was important to make sure bars would survive. Heineken shifted the way they program their media buying, redirecting the existing media from traditional OOH - to the shutters of closed bars and paid the bar owners directly instead of media companies. More than 5000 bars around the world benefited from 7.5 million euros directly paid to them, and even more bars are joining in every week. What started as a helpful initiative turned into a new, sustainable independent media network. Shutter Ads brought in 40% more media value than the traditional OOH and 100% of bars in the initiative reopened.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Publicis Italy / Milan
Production Company
Prodigious / Milan
JAJAFilms / Spain
TresBien / Argentina
Art Director
Ivan Montebello
Thomas Aito
Chief Creative Officer
Cristiana Boccassini
Mihnea Gheorghiu
Executive Creative Director
Michele Picci
Producer
Alessandra Caldi
Account Director
Alessandra Granata
Account Executive
Matteo Pellegrini
Account Supervisor
Gonzalo Gutiérrez
Chief Production Officer
Francesca Zazzera
Associate Creative Director / Art Director
Andrea Sarcullo
Client Service Director
Ilaria Lorenzetti
Creative Supervisor
Giuseppe Vescovi
Rosario Floridia
General Manager Le Pub Amsterdam & Global Client Service Director Heineken
Eleni Charakleia
Global CCO Publicis WW
Bruno Bertelli
Global Client Service Director
David Pagnoni
Global Creative Director
Eoin Sherry
Global Strategy Director
James Moore
Head of Social Client Services & Strategy
Alessandro Bochicchio
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