Campaign motto ‘water, malt, hops and greener festivals’
Sponsor of Rock in Rio Brasil, Heineken brings sustainability as the central theme of the brand’s campaign for this year’s edition of the event. The film, created by Le Pub and produced by Iconoclast, is soundtracked by Heart of Glass, voiced by Miley Cyrus.
The mention of green energy is the central theme used to convey the discourse of the Heineken Green Your City platform, which brings together sustainability commitments for the coming years through experiences and the resignification of urban spaces.
In the film, scenes of a party that was interrupted by a blackout, generating unusual moments. The brand makes an analogy about the importance of green energy in people’s lives. At the end, the party continues, now using green energy, reinforcing the campaign’s motto: ‘greener water, malt, hops and festivals’.
Our campaign is an invitation to use these collective moments to reflect on the importance of building greener cities and how we can reduce our impact in everything we do, such as making our sponsored festivals greener and more sustainable, explains Beatrice Jordo, Heineken’s senior marketing manager in Brazil.