Heineken: Shutter ads

Beer brand, Heineken, supported its trade partners through COVID-19 in multiple markets with its Shutter Ads initiative.

Objectives

Our objectives were unlike those of any typical campaign.

The pandemic lockdowns had put the on-trade under enormous strain, jeopardizing bars' survival and slashing Heineken's profits.

Given their symbiotic relationship, we needed to help bars as much as we did Heineken.

Firstly because these were Heineken's long-standing partners, with whom decades of trust and goodwill had been built.

Inaction at this crucial time would mean jeopardising years of partnerships, relationships and trust.

Secondly because Heineken's recovery would only ever be as fast as the on-trade's.

We had three tasks:

  1. Generate visibility for Heineken to maintain the brand's equity and...

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