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.

2022 One Show - Creative Effectiveness

Shutter Ads

Agency Publicis Italy / Milan + Prodigious / Milan + JAJAFilms / Spain + TresBien / Argentina

Client Heineken


Multi-Country or Global / CSR

Annual ID


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



Publicis Italy / Milan

Production Company

Prodigious / Milan
JAJAFilms / Spain
TresBien / Argentina

Chief Creative Officer

Cristiana Boccassini
Mihnea Gheorghiu

Executive Creative Director

Michele Picci


Alessandra Caldi

Account Director

Alessandra Granata

Account Executive

Matteo Pellegrini

Account Supervisor

Gonzalo GutiƩrrez

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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