The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By John Glenday | Reporter

March 23, 2023 | 2 min read

Heineken is raising a glass to the gaming community with a perception-shifting campaign that positions online activity as a form of socializing.

Conceived with Le Pub Brazil, the celebration of gaming culture takes the form of a hero film titled ‘Just Another Night Out’ to push gamer buttons.

The global campaign bottles Heineken's social spirit and pours it over a clutch of varied gamers who are shown rushing home from their busy lives for a great night in, overcoming some unexpected challenges along the way.

Bruno Bertelli, the global CEO of Le Pub, Global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy, commented: “We saw a key opportunity for Heineken to enter the gaming universe and we made sure that any actions we took were putting gamers, who are a very demanding audience, at the forefront. This 360° campaign not only fits every platform but every audience being built for each cluster thanks to the great work of data and over-arching strategic approach.”

Centered on the teeming city of Sao Paulo the film is embedded in Brazilian culture, one of the most dedicated gaming markets in the world where 88% of the population play video games of some description.

A host of activations will spread the messaging further, including ‘In-Game Bars’ across 2,700 mobile games, a digital experience in which patrons can obtain Heineken vouchers that can be redeemed through iFood, a delivery app.

A beer matchmaking service is also offered where gamers can connect via a limited edition bottle with a QR code, pairing lovelorn players according to their favorite games.

Creative Brand Purpose Heineken

More from Creative

View all