Campaign includes 30″ and 60″ films, created by LePub São Paulo, for TV, cinema and digital media, as well as OOH media, among other actions
Heineken launched a campaign calling on Brazilians to toast Ayrton Senna. The strategy includes 30″ and 60″ films, created by LePub São Paulo and produced by Rebolucion and DaHouse Audio, which will be shown on TV, cinema and digital media, in addition to OOH media, activations with Heineken fans and digital influencers.
The piece “The Toast” begins with the Brazilian’s first victory at Interlagos, in 1991. Then, a group of friends raises a bottle of Heineken to toast the driver. Different families and groups of friends at home are portrayed, watching a VHS of the iconic award ceremony in Interlagos.
The film flashes back to 1994, when the toast changes from a victory celebration to a tribute to a legend. In 2000, a woman dressed in Senna’s unforgettable red jumpsuit and a group of people celebrated with a Heineken in hand during a costume party.
In 2013, Senna lifts his trophy in a video game inspired by Formula 1 and which is viewed on a flat screen TV, at the same time as a group of friends raise their bottles of Heineken towards the TV, toasting the athlete. In 2021, the streamer Gaules salutes the driver, reacting to a broadcast of the moment Senna lifted his trophy in 1991. The film ends with an emblematic scene of Senna’s teammate from the McLaren era, Alain Prost, toasting his idol and his timeless legacy.
“In all our communication, we bring up this point of intersection between Heineken and Senna, which is the ability of both to bring people together in a simple gesture that says a lot: the toast. We were also careful when choosing Armando Bo, a great award-winning filmmaker to direct the film, without counting on the participation of Prost, Senna’s main rival who also paid tribute in this campaign”, explains Felipe Cury, CCO and partner at LePub São Paulo.
The film is set to the soundtrack “Lean On Me”, by Bill Withers, which reflects Brazilians’ love for Senna to this day.
“For us, it is an honor to praise Ayrton Senna, one of the greatest idols of all time. Senna is a symbol of determination and overcoming, and Heineken is proud to be able to celebrate his history, bringing people together to celebrate the unforgettable moments we lived with This is a tribute to his legacy, his life and his superpower of bringing people together”, says Beatrice Jordão, director of communications and branding at Heineken in Brazil.
