LePub Milan, Heineken

The Heineken Company, across all its brands, made a strategic decision to shoot all its commercials and branded content pieces exclusively in Heineken bars that need help, so production budgets can support them. We anchored this initiative in a globally updated catalogue of struggling Heineken bars, providing practical information for key decision makers in the entertainment industry. This way, the bars will not only feature in Heineken’s commercials but also make their way onto TV and the big screen. By making bars appear in fiction, Heineken is helping them in real life.