The One Show
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The Virtual Heineken Silver
Agency Publicis Italy / Milan + Boomerang Agency / Amsterdam + Framestore / London + Isobar / London
Category
Integrated Campaign
Annual ID
OS23_IG029M
About the Work
To demonstrate that the virtual world isn’t always better than the real one, we ironically jumped on the metaverse trend by launching the first virtual beer that you are not able to hold or drink or taste. The virtual beer was promoted as if it was a new beer that consumers could try for themselves. Only problem, once they interacted with the new virtual Silver in the metaverse, they had the realisation that they weren't able to taste it. Hence, we induced them the need and expectation to try the new beer for real. Starting with a PR launch in a virtual brewery in Decentraland, the virtual beer was available on an AR app, oculus, and as a snapchat filter. The new virtual beer was launched as if it was a real product with a social and influencer campaign and with a DOOH campaign all across Europe.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Publicis Italy / Milan
Boomerang Agency / Amsterdam
PR / Marketing Agency
Edelman
Production Company
Framestore / London
Isobar / London
Media Distribution Company
Dentsu Redstar / London
Art Director
Patrick Rossa
Valentino Borghesi
Victor Lopez
Copywriter
Andrey Yarinich
David Casares
Mario Rasero
Chief Creative Officer
Bruno Bertelli
Cristiana Boccassini
Eldin Fetahovic
Mihnea Gheorghiu
Creative Director
Alessandro Candito
Alex Williamson
Ben Peckett
Jonay Sosa
Karl Woolley
Matteo Grandese
Simon Wood
Tanya Ponomareva
Vicky Bekker
Director
Ethan Tuxford
Editor
Shebanjah Klaasen
Executive Creative Director
Andrey Tyukavkin
Eoin Sherry
Rico De Longe
Producer
Alexia Paterson
Matilde Bonanni
Account Director
Alessandra Granata
Amy Easton
Charlotte Grothenhius
Gonzalo Gutiérrez
Matilde Dettin
Account Executive
Federica Mileti
Tinatin Prangishvili
Associate Creative Director
Alessandro Agnellini
Daniela De Seta
Chief Production Officer
Fikret Fetahovic
Project Manager
Ruth Newman
Senior Art Director
Maria Carrillo
Victor Farias
Senior Copywriter
Anirudh Shiva
Senior Digital Producer
Wencke Van Lankveld
Strategy Director
Madzy Beynen
Maria Kivimaa
Monica Radulescu
Art buyer
Caterina Collesano
Business Director
Pete Harris
Chief Commercial Officer
Alexander Veltman
Chief Creation Officer
Francesca Zazzera
Chief Strategy & Innovation Officer
Charles Laporte Laus
Client director
Kate Hinz
Client Service Director
Matteo Della Venezia
Data Detective
Donnchadh O'Sullivan
Digital Project Manager
Christopher Handsley
Vic Krens
Dynamic Template
Gerard Milling
Rocco Tozzi
Founder & CEO UK
Thomas Walters
Founder & Group CEO
Ed East
General Manager
Eleni Charakleia
Global Chief Strategy Officer
Bela Ziemann
Global Client Service Director
Paola Natellis
Global Data Strategist
Ilko Petkov
Global Ethnography Manager
Mina Baginova
Global Strategy Director
Daniel Vargas Gomez
Simon Bielby
Group Account Director
Madalina Marica
Head of Creative Technology
Mauro Mazzei
Head of strategy
Niccolò Rigo
HEAD OF TV PRODUCTION
Mariella Maiorano
Innovation & Experience Director
Francois Rousseau
Post Production Lead
Lina Joukhadar
Post Production Supervisor
Paulo Pennings
Producer Avatars & DOOH
Sabrina Sanfratello
Production Manager
Roser Ramirez
Project director
Hannah Courtney
Real Time Producer
James Yeo
Senior Creative
Aaron Taylor
Beth Anderton-Allen
Senior Creative Strategist
Louise Millar
Senior Experience Strategist
Melike Akyar
Senior Project Lead
Manja Schuurhof
Senior Project Manager
Vittorio Cafiero
Strategic planner
Alex Moore
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