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Heineken's Global Campaign Breaks Gender Stereotypes on Certain Drinks

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Publicis Italy worked on the ad to highlight how certain drinks have gender associations

Heineken's Global Campaign Breaks Gender Stereotypes on Certain Drinks

Heineken has launched a new global campaign, ‘Cheers to All’, with a light-hearted view on the stereotypes that are associated with ordering certain drinks. 

The film is a montage of men and women being served the wrong drink, a Heineken or a cocktail respectively, when in fact they had ordered inversely. As they look around the restaurant or bar with baffled expressions, the bartenders awkwardly realise the mishap, and swap drinks to enjoy their drink of choice. 

Maud Meijboom, Heineken brand development and communications director, said: “The idea for this campaign was inspired by real life experiences that everyone can relate to. Breaking down these stereotypes involves acknowledging them and we wanted to do this in an entertaining way through our hero film. We want to remind people around the world that everyone should feel free to enjoy the drink they prefer so we created ‘Cheers to All’.”

The campaign includes a 15, 30, 45 and 48 second film, digital and social assets and will be launched in multiple countries in 2020.

The film can be viewed on TV, online and across social media and is available in different formats.

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Sr. Director Global Heineken Brand: Gianluca Di Tondo

Heineken Brand Development & Communication Director: Maud Meijboom – van Wel Global Heineken Communication Manager


Global Chief Creative Officer Publicis WW: Bruno Bertelli

Chief Creative Officer Publicis Italy: Cristiana Boccassini

Global Executive Creative Director: Luissandro Del Gobbo

Global Executive Creative Director: Luca Cinquepalmi

Global Executive Creative Director: Marco Venturelli

Associate Creative Director: Francesco Basile

Creative Director: Michele Picci

Copywriter: Claudia Illan

Art Director: Hugo Wahledow

Junior Art Director: Marina Perta

Junior Copywriter: Pam Bianda

Head of Strategy: Bela Ziemann

International Strategic Planner: James Moore

Senior Strategist: Stuart Williams

Data Strategist: Ilko Petkov

Head TV Production: Mariella Maiorano

TV Producer: Arianna Natale

Digital Video Producer: Sanam Bartoletti

Worldwide Account Director: David Pagnoni

International Client Service Director: Eleni Charakleia

International Client Service Director: Patricia Synephias

Digital Account Director: Alexandra Stoica

Digital Account Director: Marion Quesada

Digital Account Supervisor: Côme de Courcelles

Account Executive: Lischa Steiper


Production Company: Iconoclast Paris


DOP: Matias Boucard

Executive Producer: Charlotte Marmion

Line Producer: Lucile Baruchel

Production Designer: Arno Roth

Costume Designer: Elise Bouquet and Reem Kuzayli

Post Producer: John Meunier

Editors: Sophie Fourdrinoy

Post Production Company: MPC Executive

Producer: Dafydd Upsdell

Sound Engineer: Raj Sehgal (Grand Central Recording Studio London)


Digital Production Company: Iconoclast Studio Paris

Director: Jason Yan Francis

DOP: Mélodie Preel

Executive Producer: Manon Leurent

Line Producer: Rémi Farkas

Post producer: John Meunier

Editor: Philippe Roch

Post Production Company: MPC

Executive producer: Dafydd Upsdell

Post Production producer: Christopher Preston Barnes

VFX supervisor: Fraser Cleland

Colourist: Peter Oppersdorf

Categories: Beers, Alcoholic Beverages

Publicis Italy, Thu, 06 Feb 2020 14:01:19 GMT