This month, Heineken launches the brand’s first gaming campaign, entirely produced in Brazil. Entitled “Not every round is out there”, the campaign marks the connection between the product and the universe of games, activated over the last few years with the main objective of contributing to breaking the stereotype that surrounds online games as an activity Social. The main film, conceived by Le Pub Agency, produced by Academy London in partnership with Zohar and directed by director Frederic Planchon, one of the biggest names in world advertising, addresses fun moments between friends, common in gamer culture. 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 with Twitch, among others.
The main film, called Just Another Night Out, shows the story of Alex and three friends. The protagonist faces several challenges on the way to a night of fun, against the background of the city of São Paulo. This is the first commercial recorded by Frederic Planchon for a Brazilian campaign. The director came from France to shoot, over 4 days, in iconic locations such as Avenida Paulista and Sala São Paulo. Elected by Campaign Magazine as the 4th best director in the world, he accumulates 12 Cannes Lions and 35 D&AD Pencils.
Director Frederic Planchon says:
“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 make sure the twist happens. We were lucky to find a great actress who really delivered a differentiated performance, hitting the right tone.”
In addition to the main film, the campaign also features 3 side stories produced by Tropical Filmes and directed by director Rog, each one directed at one of the 3 main clusters of the gamer universe: casual gamers, with the film Date Night; the hardcore gamers, with the movie Last Round; and the community of streamwith the movie Watch Party, which will be launched in the next few days, and features the largest game streamer in the world and partner of Heineken 0.0, Gaules.
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