Having debuted its new Heineken Silver variant with a fake metaverse launch, now Heineken is promoting the brand to Gen Z with a fun campaign that again extols the real-life benefits over digital connections.
The brand has launched a series of ads that are running across Europe, all themed “Instagram vs Reality”. In each ad, we start with a scene that looks typical of Instagram: a man diving, a woman in an infinity pool, a glamorous bar – only to be revealed that the scene is fake and they are just having fun, hanging out with their friends. The 20-second ads, shown on TV and digital, were directed by the Perlorian Brothers via Hobby Film.
The campaign also includes a fun outdoor digital installation at London’s Piccadilly Circus, in which digital avatars appear to break the fourth wall of the billboard by grabbing a beer. Framestore worked on the avatars and effects.
Check out the campaign video:
Bram Westenbrink, global director of the Heineken brand, said in a statement:
“Launching the first virtual beer was an ironic take on the food and beverage brands launched in the metaverse. Today, we are taking the campaign to the next level through digital, TV and out-of-home content across Europe, challenging stereotypes in beer advertising.”
Heineken Silver, which has been available in Europe since April 7, is specially formulated to appeal to Gen Z, with 4% ABV and offering a “lighter” drink profile. in a statement as a “delightfully refreshing, less bitter and easy to drink lager that will appeal to a new generation of beer drinkers and a wider range of palates”.
This article is a translation of the writing by Alexandra Jardine to the website AdAge.
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