Heineken Creates an Interactive 3D Billboard That Doubles as a Bar

Publicis stunt invited drivers to pull over and grab an alcohol-free beer in Brazil

The Publicis stunt cleverly communicated Heineken 0.0's alcohol-free credentials. Heineken / Publicis

Outdoor advertising doesn’t need to be flat and functional—it can be interactive and fun, as this new stunt by Publicis for Heineken 0.0 in Brazil demonstrates.

The agency created a clever 3D, interactive billboard on a Rio de Janeiro road that doubled as a bar, complete with bar staff.

The pop-up outdoor bar, which was open for three days, invited drivers to pull up and grab a free Heineken 0.0, the brand’s zero-alcohol lager.

The billboard’s height was positioned so that drivers, who had to be aged 18 and over, could pull up and unwind their car windows to grab a freebie—ensuring social distancing, as there was no physical contact between participants, the agency said.

Drivers were targeted to reinforce the message that anyone can drink zero alcohol beer any time of the day, even while driving, said Vanessa Brandão, director of the Heineken Group’s premium brands in Brazil.

“The Outdoor Bar is another novelty in the communication plan for Heineken 0.0, which literally shows one of its possible consumption occasions,” she said.

Domenico Massareto, chief creative officer at Publicis Brazil, added: “Out of home represents a possibility for brands to inspire people with a public message—in this case, a light, good-natured and very engaging message that explains the new product in the context of life.”

CREDITS:
Title: Outdoor Bar
Client: Heineken
Product: Heineken 0.0
Agency: Publicis
CCO: Domenico Massareto
Executive Creative Director: Gustavo Victorino
Creative Director: Arturo Marenda
Associate Creative Director: André Leotta
Copywriters: Pedro Maneschy, Jessica Borges
Art Director: Gustavo Vieira, André Rival, Isabel Fontes, Samuel Gonçalves
Content: Claudia Cecilia, Lucas Pestana, Danilo Guerreiro, Nathalie Oliveira
Head of Service: Flávia Cortes
Attendance: Joanna Alencar, Renata Príncipe, Marcella Spada
Head of Planning: Juliana Elia
Planning: Daniela Altenfelder, Caio Dias
Media VP: Mauricio Almeida
Media: Ana Sanchez, Polimarcos Macedo, Jussara Bezerra
Head of Production: Renata Sayão
RTVC: Natasha Natasha Zaminiani
Global CCO: Bruno Bertelli
Global Creative Director: Guy Lewis
Global Account Director: Derek Mueller
Business Director: Caroline Bassi
Business Strategist: Lucas Callile
Business Manager: Gioconda Ferraz
Media Manager: Carolina Gattás
Media Supervisor: Cleberson Luque
Media Analyst: Bruna Morales and Thiago Lopes
Client Approval: Nabil Nasser, Vanessa Brandão, Guilherme de Marchi Retz, Stephanie Pacheco Schurmann, Carina Hermida, Juliana Magalhães Rocha, Guilherme Bailão, Mauro Homem, Talita Cristina Wilke
Sherpa42
Attendance: Débora Bisi
Production: Rafael Maia, Daniela Peres and Camila Prazeres
Creation: Mariana Pérez, Leonardo Calvão, Mateus Ramos and Cauê Bexiga
Planning: Filipe Alberto and Manoela Amarante
Digital Hub: IProspect
Business Director: Caroline Bassi
Business Strategist: Lucas Callile
Business Manager: Gioconda Ferraz
Media Manager: Carolina Gattás
Media Supervisor: Cleberson Luque
Media Analist: Bruna Morales e Thiago Lopes

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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