The seventh episode of the series ‘Smarties: Effective creativity and business impact’, with the winners of MMA Smarties Brazil 2023, brought Beatrice Jordão, brand senior marketing manager at Heineken, and Silvia Paes, head of strategy at Le Pub, to talk about the Advertiser of the Year award, in addition to the two Golds and four Silvers won at the awards.
In the conversation mediated by Vinicius Novaes, editor of propmark online, the executives explained that the works have in common the brand’s concern in generating positive impacts.
“This is a brand that believes that life can be much more flavorful, much more fun, much better if we have an open mind to see things that are different, to see things that are new. So we always try to bring a different point of view than what we have always seen,” said Beatrice.
Among the pieces that were consecrated at MMA Smarties Brazil 2023, are the pieces “0.0 Barreiras”, which transformed the Heineken 0.0 packaging into a tag to release the toll gate, “Beer Power”, which made the billboard generate energy through photovoltaic panels to make the refrigerators at the points of sale work, and “Contrato 0.0”, which made a commitment to consumers so that they would stop drinking alcohol after Carnival and win a year of free Heineken 0.0.
“Everything we do in partnership with Heineken always starts from a truth. And it’s not a truth about the company, but about society, about the world we live in,” added Silvia.
