Heineken and LePub Milan have scooped their second Grand Prix of the festival, taking home the top Creative Strategy award for “The Pub That Refused to Die,” created in partnership with Publicis Dublin.
The campaign documented the story of 26 ordinary people in Killeely, Ireland, who bought their local pub without any prior pint-pulling experience to save it from ruin. It serves as a practical guide for rural communities facing similar challenges.
Heineken offered support and training for the bar staff at the Killeely pub, created an online resource hub to empower prospective pub owners, and took the documentary on the road to raise awareness.
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