How Heineken’s Special Blend of Storytelling and Science Won the Day

Brewer takes home Cannes' top marketing award

Most marketers are thrilled when they get top recognition once at the Cannes Lions International Festival of Creativity, never mind taking the Marketer of the Year award home twice in the past decade, as Heineken has. In the last three years, six of Heineken's ad efforts have won 41 Lions, including the coveted Grand Prix in Creative Effectiveness for "Heineken's Legendary Journey: Justifying a Premium the World Over" in 2013, from Wieden + Kennedy, that sought to position the beer as a global brand. W+K is the creative lead among a roster of shops that have also produced Cannes award-winning work: Saatchi working for Tecate; Havas, Dos Equis; and Droga5, Strongbow and Newcastle Brown Ale. (W+K's "The Odyssey" Heineken ad also won a Clio gold in the Direction category for production house MJZ in 2014.)