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Agency LePub Brazil / São Paulo + iProspect (Red Star) / São Paulo + Lema / São Paulo + Be 180 / São Paulo
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Category
Experiential & Installations / Experiential & Immersive
Annual ID
OS24_OH034B
About the Work
Imagine wanting to reach your vacation destination and getting stuck in the toll traffic. To make things worse, the temperature is almost 40 degrees hot. This is what many Brazilians face every summer. But this year, Heineken found an unexpected solution to this problem: ice-cold beer.
In partnership with CCR, the most important highway concessionaire in Brazil, Heineken turned every Heineken 0.0 beer into a payment method to open the busiest road tolls in the country. By using an existing scan technology, all drivers had to do was show a 0.0 beer when going through the tolls, by making the barcodes of beer packages recognizable in the toll system.
In partnership with CCR, the most important highway concessionaire in Brazil, Heineken turned every Heineken 0.0 beer into a payment method to open the busiest road tolls in the country. By using an existing scan technology, all drivers had to do was show a 0.0 beer when going through the tolls, by making the barcodes of beer packages recognizable in the toll system.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
LePub Brazil / São Paulo
Media Agency
iProspect (Red Star) / São Paulo
PR / Marketing Agency
Lema / São Paulo
Production Company
Be 180 / São Paulo
Art Director
Marcelo Vaz
Mauro Elton
Chief Marketing Officer
Nabil Nasser
Copywriter
João Eustachio
Leonardo Marcal
Vinicius Biss
Creative Director
Yan Prado
Executive Creative Director
Alex Adati
Greg Kickow
Producer
Beatriz Takahashi
Bruna Marchi
Strategy Director
Sergio Terçarolli
Head of Strategy
Silvia Paes
Partner & Chief Creative Officer
Felipe Cury
Partner & Chief Strategy Officer
Aldo Pini
Brand Director
Beatrice Jordão
Brand Global PR Lead
Jonathan O'Lone
Brand Manager
Igor de Castro
Brand Senior Director
Eduardo Picarelli
Business Assistant
Suellen Agatta
Business Director
Jayme Neto
Business Manager
Marina Roge
Chief Executive Officer
Mauricio Giamellaro
Connections Director
Fernanda Saboya
General Manager
Ana Hernandes
Global Communications Director
Daniela Iebba
Global Communications Manager
Guilherme Retz
Head of PR
Adriana Teixeira
Marketing Coordinator
Marina Awada
Media Strategy Coordinator
Williane Vieira
Project Management Leader
Denise Frasseto
Project Manager
Marcelo Araujo
Sr. Director, Global Heineken Brand
Bram Westenbrink
Strategy Manager
Fernanda Tiozo
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