CHALLENGE - COMING SOON
IDEA - COMING SOON
HOW IT WORKS - COMING SOON
Creative Directors: Milos Obradovic, Mihnea Gheorghiu
CHALLENGE - COMING SOON
IDEA - COMING SOON
HOW IT WORKS - COMING SOON
Creative Directors: Milos Obradovic, Mihnea Gheorghiu
CHALLENGE - COMING SOON
IDEA - COMING SOON
HOW IT WORKS - COMING SOON
Creative Directors: Milos Obradovic, Mihnea Gheorghiu
CHALLENGE - COMING SOON
IDEA - COMING SOON
HOW IT WORKS - COMING SOON
Creative Directors: Milos Obradovic, Mihnea Gheorghiu
CHALLENGE
Heineken, a brand that has stood for openness for over 140 years and whose end line is “Open Your World” had lost relevance with the UK consumer. They felt that the brand is just another global enterprise with no deep purpose or soul.
BACKGROUND/TENSION
2016. The year of Brexit. The year of Trump. A year where the divisive and polarizing forces in the world have been closing us down. The problem is, tucked up in our cosy echo-chambers and digital filter bubbles, we have become used to only hearing views that correspond with our own. We don’t see, let alone listen to opinions that oppose ours.
INSIGHT
The truth is there are so many things that we share, no matter what part of the world or background we come from.
IDEA
Demonstrate that there is more that unites us than divides us through a social experiment.
RESULTS
- 17.7 million views (13.6 million organically)
- +2 billion impressions
- 324,000 engagements
- 531,000 shares
- 625+ articles published
- international TV news coverage (USA Today, CNN, MSNBC)
- trending topic on Twitter
- front page of Reddit
- Number 1 ad on Youtube for month of April 2017
- Bronze Lions in Film, Cyber and PR at the Cannes Lions festival
- Additional 5 finalist merits at Cannes Lions festival
Global Chief Creative Officer: Bruno Bertelli
Executive Creative Directors: Dave Monk, Cristiana Boccassini
Global Digital Creative Director: Milos Obradovic
Creative Director: Marcus Iles
Creatives: Dom Desmond, Mark Daw, Seb Howling, Rudhraigh McGrath
CHALLENGE
Create a need for the launch of the new zero alcohol beer by Heineken.
STARTING POINT
Heineken has always stood for openness and now with a new Heineken 0.0 is literally open to everyone.
IDEA
Those moments when you really wanted a beer but couldn’t really have one are now officially “new beer moments”.
HOW IT WORKS
Partnering with Facebook we identified target segments and created Personas that would best react to this new product. Afterwards we developed hyper-relevant tailored content and served it in the most relevant moment in order to help them realize that they can create this “new beer moment” for themselves.
Executive Creative Directors: Marco Venturelli, Luca Cinquepalmi,
Global Digital Creative Director: Milos Obradovic, Mihnea Gheorghiu
Associate Creative Director: Aureliano Fontana
art director: Laura Aondio
copywriter: Francesca Vitello
CHALLENGE
As a leading sponsor of the UEFA Champions League, match nights are an extremely important consumption occasion for Heineken. But when most matches take place in the middle of the week, it can be difficult for fans to get together and enjoy the game.
INSIGHT
Friends end up giving each other excuses like working late in the office, the bad weather, Valentine’s Day, or heavy traffic. They leave their mates hanging on a night meant for friendship and beer.
IDEA
We called on one of the greatest coaches of all time, José Mourinho. His arrogance and charm coupled with the fact that for the first time in his professional carrier he would be watching the Champions League from his couch, made him the perfect motivator. No matter where you are in the world, or your situation, Mourinho reminded you that there were no excuses for missing match night.
HOW IT WORKS
We took over social media and joined conversations in messaging apps with targeted content that reacted to fans' context in real-time, from rain to Valentines day. Leveraging data we generated hundreds of videos, where Mourinho dismisses excuses from around the world. Hyper tailored and targeted content made them feel like José was motivating them personally.
CAMPAIGN PHASES
We kicked off the campaign launching a film on Facebook, in which Mourinho reads out all the excuses fans regularly give. In his typical manner he dismisses them all, reminding fans that there are no excuses for missing a UCL match.
Then throughout the knockout phase, we created over 800 personalised, super-relevant response videos that allowed Mourinho to address fans directly around the world, reminding them no one should miss match nights with friends.
Midway we launched a digital version of Mourinho - a bot that let fans interact 1:1 with Jose and create witty, excuse-busting, shareable responses and social videos to send to their friends.
And for the Champions League Final, our bot connected fans with services like Uber, Deliveroo and Task Rabbit, making sure that even the most sincere excuses could be overcome with a little IRL help from Mourinho and Heineken. It all ended with a fun piece of film, “The Final Excuse”, that perfectly wrapped a 4-month-long campaign.
RESULTS
35% of our target reached, delivering 500m impressions and over 180m total views across c.800 videos.
The data-learned relevancy of the excuse-busting videos was reflected in strong average video completion rates of 39% across all phases, rising to 45% for the quarter-finals.
Over 35% of those who used the personal and customisable chatbot went on to set match reminders and invite friends to interact.
The campaign won a Bronze Lion in Creative Data at CannesLions festival and was a finalist for an additional 7 times.
Executive Creative Directors: Marco Venturelli, Luca Cinquepalmi, Angus Mackinnon, Nik Roope
Global Digital Creative Director: Milos Obradovic
art director: Hugo Wahledow, Milos Obradovic
copywriters: Vinicius Dalvi, Claudia Illan, Tom Park, Matthew Comras
CHALLENGE
Although a global leader in the Femcare category, Always is seen as a rather cold and functional brand. The 30 years long efforts to empower girls globally by bringing puberty education to millions of adolescent girls was unknown to the consumers. We were asked to change that perception by creating an emotional bond with women and by bringing to life the brand’s purpose.
INSIGHT
Girls lose their confidence during puberty twice as much as boys and 80% of them never recover completely. Social knocks, like using “like a girl” as an insult, are a big contributor to this fact.
IDEA
Change the meaning of doing something “like a girl” from an insult to something worth being proud of.
RESULTS
- with over 80 million views globally #LikeAGirl is the most viewed ad in the history of P&G
- thousands of comments, tweets from all over the world answering our call to action
- over 110 awards globally including 11 D&AD pencils (1 black pencil) and 14 Cannes Lions (1 Titanium and 1 Grand Prix)
- voted 3rd best ad ever on YouTube
global creative director for all P&G Femcare brands: Judy John
global Social Creative Director for Always: Milos Obradovic
art directors: Nick Bygraves (London), Milos Obradovic (London), Hmi Hmi Gibbs (Chicago)
copywriters: Angel Capobianco (London), AJ Hassan (Chicago)
In today’s world we can have any sort of information any time we want as we read, we watch, we surf, we twit, we share. In a blink of an eye we can reach every opinion and its opposite. Amazing. Knowledge is so at hand and so quick, we almost don’t feel the need anymore to go deeper than the headline, to spend more than 10 seconds on anything. Scary.
What would happen once we’d lost our ability to dive into something, our need to understand the truth, our craving to grasp the big picture?
written and directed by Milos Obradovic
produced by Giovanni Bedeschi
executive producer: Federico Salvi
starring: Daniele Ornatelli
director of photography: Vittorio Pavesi
music: Paolo Re and Fabrizio Baldoni
art director: Milos Obradovic
art director: Milos Obradovic
designer: Milos Obradovic
illustrator: Milos Obradovic
