Check Out Heineken’s Eye-Popping Art Project at the Abandoned Miami Marine Stadium

Publicis campaign raises money for restoration

Heineken and Publicis New York show their can-do spirit in a video that celebrates Miami Marine Stadium.

The landmark structure on Biscayne Bay hosted world-class powerboat races, concerts and other events for 30 years until sustaining damage from Hurricane Andrew in 1992. Since then, it's been abandoned—and become a draw for graffiti artists, who covered its concrete surfaces with intricate artwork and colorful designs.

Now, efforts are underway to restore the arena. Miami Mayor Tomás Regalado has pledged as much as $4 million to the cause, and an Indiegogo push set up by the National Trust for Historic Preservation, as well as Heineken, has raised more than $100,000 so far. (The brewer's involvement ties into its multifaceted "Cities" campaign.)

The stadium's copious spray-painted frills, however, will endure, even after its walls and columns are scrubbed clean and the dilapidated seats have been replaced.

First off, the minute-long clip below presents the artwork, enhanced by efforts from a group of Miami-area graffiti masters who were brought in to meticulously hand-paint the frames used for the eye-popping stop-motion segments:

"Being able to tell the story visually is key to the success of generating awareness and raising money for the initiative," especially in a crowded social-media landscape with lots of video content competing for eyeballs, Publicis New York creative chief Andy Bird tells AdFreak.

Production was extremely involved, with five cameras running for five days, "making it more like a 25-day shoot," says agency creative director Jeremy Filgate. "We went through pallets of spray paint, made hundreds of boat wheat-paste stickers and even crashed a drone into the middle of the marina, just to make that epic aerial view possible."

But wait, there's more.

Publicis worked hard to ensure that "the graffiti will live on beyond the video," Bird says. "Before production started, we shot the entire stadium using 360 spheres [to preserve the art]. That content has since been integrated into the Google Maps API, so people will be able to do a virtual walk-around in the stadium using the street view interface at Heineken.com."

That's a good thing, because in the real world, nothing's truly written in concrete (especially graffiti). But on the internet, tagging is forever—right? 

CREDITS

Client: Heineken

Campaign Title: The Miami Marine Stadium Project

Agency: Publicis New York

Global Chief Creative Officer Publicis Worldwide: Bruno Bertelli

Chief Creative Officer Publicis New York: Andy Bird

EVP, Executive Creative Director Publicis New York: Joe Johnson

VP, Creative Director Publicis New York: Jeremy Filgate Senior Art Director Publicis New York: John-Paul Cannucciari

Copywriter Publicis New York: Patrick Merritt

EVP, Chief Production Office Publicis New York: Lisa Bifulco

Producer Publicis New York: Patrick Haertel, Chris Muldoon

SVP, Strategy Director Publicis New York: Ian Zelesko

Senior Strategist Publicis New York: Nicole Sands

EVP, Group Account Director Publicis New York: Kathryn Harvey Worldwide Account Director Publicis Italy: David Pagnoni

Account Supervisor Publicis Italy: Jana Uhlarikova

VP, Group Account Director Publicis New York: Shari Lederman

VP, Account Director Publicis New York: Mae Cheng

Production Company: Solab

Director: Romain Chassaing

Executive Producer: Nicolas Tiry

Line Producer: Erwan Collas

Director of Photography: Josh McKie

Post-production Company: NightShift

Editor: Manuel Coutant

Executive Producer: Mathieu Hue

Post-Producer: Josselin Dor

Colorist: Mathieu Caplanne Flame artist: Sebastien Aubert

Graphic artist: Olivier Stephant

Artists:

1. Jose Mertz (featured artist in video)

2. Baghead (real name Josh Hall, featured artist)

3. Brian Butler (featured artist)