The “Not every round out there” campaign marks the connection between the product and the universe of games
Heineken launched its first campaign aimed at the universe of games, entirely produced in Brazil.
Entitled “Not every round out there”, the piece marks the connection between the product and the universe of games. The main film, created by Le Pub and directed by Frederic Planchon, deals with fun moments between friends.
In addition to the films, the campaign also includes external media actions and digital platforms, including content in partnership with TikTok, special formats with Google, activation of the streamer community on Twitch, among others.
When Le Pub presented the initial idea, I found it very interesting to see Heineken engage and embrace new audiences. It was great working with Bruno Bertelli, Felipe Cury and the entire team to develop the script and find the balance between humor and storytelling to ensure the twist happens. We were lucky to find a great actress who really delivered a differentiated performance, hitting the right tone, said director Frederic Planchon.
The communication also features three side stories produced by Tropical Filmes and directed by director Rog, each directed at one of the three main clusters of the gamer universe, casual gamers, hardcore gamers and the stream community, the latter of which has yet to be released. and count on the participation of the streamer and partner of Heineken 0.0, Gaules.
“We want to contribute to breaking this stereotype. We entered the universe of games because we have something in common: the fact that socialization is the core of our brand and the same for the gamer community. Following the tradition of always offering a fresh perspective on the themes it addresses, the role chosen for Heineken in this campaign to demystify the image of the gamer isolated from friends and celebrate the act of playing as a social activity, said Eduardo Picarelli, director of the Heineken Business Unit in Brazil.
