A Heinekenofficial sponsor of Rock in Rio Brazil for the sixth year, resumes the campaign that marks its presence in the 2024 edition. This year, the film brings the message “Pure malt produced with green energy. Enjoy it as if there were tomorrow”, shining a spotlight on its commitments to sustainability.
In the ad created by Le Pub, set to the sound of “Cake By The Ocean” by DNCE, we see scenes of a party that is interrupted by a blackout, creating unexpected moments. The story continues with lightness and good humor when Heineken makes an analogy about the importance of green energy, reinforcing the campaign’s motto. Its objective is to highlight the importance of awareness through sustainable initiatives and reducing impacts with the message “Pure malt produced with green energy. Enjoy it like there’s tomorrow”, bringing reflection in the field of music as well as in festivals or other large events and celebrations of connections between people, within its Green Your City culture and sustainability platform.
The film premiered on television on June 24, in addition to digital and OOH broadcasts. Check out the film below:
“We are very excited to return to the City of Rock for such a special edition of the event, celebrating its 40th anniversary. This year, we invite you to use such important collective moments of celebration as the days of Rock in Rio to reflect on tomorrow and the impact of our actions”, explains Beatrice Jordão, Communications and Branding Director for Heineken in Brazil.
Green Your City
Heineken’s purpose in partnering with major events like Rock in Rio is to promote more and more festivals with a sustainability and impact reduction approach. This purpose converges with Green Your City, a sustainability and brand culture platform that seeks to encourage reflection on the role of people in the cities where they live, through major actions. The platform’s goals are:
Green Energy: 50% of Heineken points of sale in 19 capitals will have renewable energy by 2030. The brand acts as a bridge and multiplier in the conversion to sustainable energy sources;
Circularity: 80% of Heineken’s packaging is glass will be returnable by 2030. Implementing a circular economy system for packaging, including long neck bottles, is a priority commitment for the brand;
Microflorestas: In partnership with the Floresta de Bolso project, Heineken will implement urban microforests in 19 capitals of the country by 2030. The green pockets will contribute to improving air quality, maintaining the climate, controlling floods and regenerating the original biome;
Responsible Consumption: Since 2010 to Heineken invests 10% of all its marketing budget in responsible consumption actions. 90% of the population connected to the internet is impacted annually by the message of responsibility and awareness regarding alcohol consumption.
*Cover photo: Disclosure/Heineken
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