With the concept “The night energy came back greener than ever“, a Heineken launches its new campaign “Green Energy”, created by Publicis Brasil. Available on open TV, pay channels and pieces in digital media, it brings, as the 4th ingredient of beer, green energy, reinforcing the brand’s commitments to Sustainability beyond production.
In the movie, the iconic star of Mark turns into green, starting the journey of transformation of urban spaces. Heineken believes that leisure time, cultural spaces, music festivals and even a bar table among friends can become spaces for reflection, learning and behavior change, with immense potential for multiplication.
With the soundtrack of the English band Jungle, the film is directed by Ian Rushel, a name present in the list of the best new directors of Shots Magazine. Rushel won the Young Director Awards at the Cannes Film Festival in 2014, in addition to having short films categorized as Vimeo’s Staff Pick. In addition to being a director for commercials, films and video games, he is also a partner at Iconoclast Brazil.
Check out Heineken’s new campaign:
In December 2020, the Heineken brand advanced in the production and filling of beer using 100% renewable energy, at the Araraquara (SP), Alagoinhas (BA) and Ponta Grossa (PR) Units, and until 2023, the Jacareí brewery (SP). This year, it started a pilot project that facilitates the use of renewable energy in partner bars and restaurants.
“This campaign, the first of the brand developed 100% by Brazil, comes with the purpose of reaffirming our commitment to an increasingly sustainable future. We believe that brands and consumers can be, together, great agents of change in this recovery, rethinking a more conscious consumption. We want to take our 100% green energy beyond production, but as an invitation to people to think about a greener future with sustainable choices in their daily lives”, comments Gabriel D’Angelo Braz, marketing director for the Heineken brand at Brazil.
Green Your City
Green Your Cityis a platform with a series of initiatives with a sustainable bias for the nightlife, cultural scene and the redefinition of urban spaces. It is an unprecedented look at ways to discuss environmental impact, through brand experiences and an invitation to reflection.
For the launch, the brand lit three Brazilian capitals – SP, RJ and BH – with green energy, on the last 4th of November. Iconic spots in the capital cities, bars and partner restaurants came together to show that the best nights are made with green energy. The lighting is a celebration of the brand’s sustainable commitments, and also a reference to the use of clean energy, 100% renewable, in the production of beer.
Datasheet
Título: Green Path
Duration: 60″, 30″, 15″, 10″, 5″
Client: Heineken
VP de Marketing: Nabil Nasser
Marketing Director: Gabriel D’Angelo Braz
Sr. Marketing Manager: Beatrice Jordão
Marketing Coordinator: Melina Domingos
Media Manager: Juliana Magalhães
Marketing Manager: Priscila Fins
Agency: Publicis Brasil
Global Cco: Bruno Bertelli
Global Creative Coordination: Guy Lewis
Cco: Domenico Massareto
Ecds: Dani Ribeiro, Fabio Astolpho
Creative Director: Arturo Marenda
Associate Creative Director: Andre Leotta
Art Direction: Elias Carmo, Samuel Gonçalves, Isabel Fontes, Marcio Kota
Editor: Rodolfo Monteiro, Gabriele Moraes
Production Head: Renata Sayão
Rtv: Giuliano Springhetti, Renan Sales and Edivânia Coimbra
Artbuyer: Raphael Macedo
Service VP: Gabriela Borges
Global Account Director: Derek Muller
Business Director:Joanna Alencar
Service: Mariana Corrales, Marina Roge and Cassia Brandão
Content: Claudia Cecilia, Isadora Greiner, Bruna Pasquini
Projects and Technology: Marcio Bueno, Renata Carvalho, Ana Gomes, Catarina Paiva and Bianca Ferreira, Thiago Cassemiro, Guilherme Camargo, Olga Benário
Head of Planning: Juliana Elia
Planning: Daniela Altenfelder, Victoria Franco and Barbara Pires
Publicis Media: Mauricio Almeida, Ana Sanchez, Andre Goes, Jussara Bezerra, Fernando Brito, Carla Tassi
Producer (TVC and Digital Assets): Iconoclast
Directed by: Ian Russell
Director of Photography: Diego Rosenblatt
Executive Producer: Francesco Civita, Pity Lieutaud, Alonso Sperb and Mariela Costa
Assistant Director: Lipp Sant’angelo, Juliana Cretella and Elis Manukian
Production coordination: André Bauer
Production Coordination Assistant Carol Latorre, Carolina Loureiro
Controllership: Fabiana Baptista, Lucas Pereira and Beatriz Soares
Production Director: Fabio Arisaka
Art Director: Martino Piccinini
Costumes: Marina Vieira
Casting: Virginia Favrin and Mariana Carneiro
Location Production: Kleber Pereira
Post-production coordination: Priscilla Paduano and Tutu Mesquita
Coordinating Assistant: Everson Martins
Finisher: Thiago Marra
Editor: Ivan Kanter Goldman and Roberta Bonoldi
Color Grading: Marla
Post-production: Nash
Producer (Animated OOHs and Making Of): Prodigious
Service and Production: Ale Sarilho, Dani Paiva and Natasha Zaminiani
Making of Content: Erick Ramos
Animation: Anderson Noise and Megg Ramos
Composition and VFX: Anderson Noise
Sound Production: Satellite Audio
Musical Direction: Kito Siqueira, Roberto Coelho, Hurso Ambrifi
Attendance:Fernanda Costa, Renata Schincariol and Claudio Leal
Digital Media – Iprospect
Executive Business Director: Caroline Bassi
Business Manager: Gioconda Ferraz
Business Supervisor: Ana Melo
Media Director: Lucas Callile
Media Manager: Kássia Trompieri
Media Supervisor: Cleberson Luque
Media Analyst: Lais Virgilio and Arthur Fialho
Programmatic Media Supervisor: Sulamita Vidal
Programmatic Media Analyst: Milene Duarte
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