This Wednesday (5), the World environment day. June 5th was established by the United Nations (UN) in 1972, and seeks to draw attention to environmental problems and reinforce the importance of protecting and conserving natural resources.
The date is also an opportunity for organizations, companies and brands to commit to actions in favor of the planet. The campaigns carried out on this day help raise awareness and mobilize millions of people. Among many incredible campaigns, Adnews chose to highlight a very striking action from Heineken in favor of cleaning up the Pinheiros River, in São Paulo (SP).
In 2023, the brand opened a floating bar (Floating Bar) temporary, to draw the population’s attention to the conditions of the river, which is one of the most important in the capital of São Paulo and has been polluted for decades. The initiative is part of the platform ‘Green Your City’. All revenue generated from the sale of drinks and food at the bar was donated to the Fundação SOS Mata Atlântica, partner of the brand.
The idea emerged in 2021, in partnership with ATENAS.ag, agency responsible for the creation, planning and execution of ‘Green Your City’, the Heineken brand’s culture and sustainability platform in Brazil.
“We presented the idea in 2021 to the team led by Guilherme Bailão, director of Brand Experience and Sponsorships at the Heineken Brasil Group. We had a great response, not to mention that creating a floating bar has always been one of the dreams of Mauricio Giamellaro, CEO of Heineken Brasil. The moment came, making it viable and we made the dream a reality”, said Denise Garrido, CEO of ATENAS.ag, in an exclusive interview with Adnews.
The floating bar experience encouraged the public to rethink the use of the Pinheiros River.
“We are responsible for executing a calendar of events, festivals and activations, always aligned with the objective of giving new meaning to urban spaces in cities. Together with the brand we brought the Floating Bar, a non-profit intervention that had as one of its main motivations and objectives to invite people to rethink the importance of reoccupation to transform the cities we live in, and, mainly, to bring the Pinheiros River back to returns to the focus of conversations”, highlighted Denise.
As a result of the action, the Fundação SOS Mata Atlântica and Heineken opened a call for proposals to select projects that contribute to the improvement of the Pinheiros River watershed and its surroundings. Five initiatives connected with Rio were chosen, prioritizing projects that impact two of the Sustainable Development Goals (SDGs), SDG 06: Drinking Water and Sanitation; and SDG 14: Life in Water. Those selected were supported with amounts between 50 thousand and 100 thousand reais.
Check out the chosen projects:
- The Water People – environmental and cultural education
- Rain Gardens at Parque da Joia – nature-based solutions
- Water Crossing – environmental and cultural education
- Alley Green Staircase – nature and environmental and cultural education
- Floating Islands – nature
- Peabiru Fonte Park – nature and environmental and cultural education
The agency has a sustainability consultant, so all projects follow this purpose from the beginning. For Heineken, ATENAS.ag has already delivered other projects such as the use of solar generation plants at the MECA Festival, an operation that was replicated at several other festivals such as QUEREMOS, GRLS, MITA, among others.
Furthermore, at Rock in Rio Brasil 2022, together with Heineken, they presented the Biosfera space in the Rock District, a unique experience of immersion with nature within the City of Rock, combining music and sustainability in one of its main activations in the 9th edition of the festival. Check out.
The CEO of ATENAS.ag also revealed that she has plans for new phases of the action, soon, reaffirming the commitment to sustainability. After all, protecting the environment must be an ongoing priority.
With the celebration of World Environment Day, initiatives like Heineken’s can generate great impact, and public engagement is essential. By investing in projects that seek to restore ecosystems and encourage sustainable practices, brands not only strengthen their image, but also leave a positive legacy.
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