Ad : Heineken 0.0%
Ad : Heineken 0.0%
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Mandate:Write, sell and produce a 30-second commercial for a consumer product (business-to-consumer). The spot integrates the product packshot with a coherent graphic design.
Mandate:Write, sell and produce a 30-second commercial for a consumer product (business-to-consumer). The spot integrates the product packshot with a coherent graphic design.
Our logline:
In a world where party and responsibility meet, Heineken 0.0% offers an authentic tasting non-alcoholic beer, perfect for young active people who want to fully enjoy moments of conviviality, while remaining in control of their choices and ready to live each moment intensely.
Pitch
On a fiery evening, people dance and flirt with each other. There is a seductive atmosphere. One of the couples who only drank non-alcoholic beers during the evening returns by car boasting to other drunken friends, who can not go home because they are too drunk.
Intention: Create a campaign that positions Heineken 0.0% as the essential non-alcoholic beer for festive and convivial moments, ideal to fully enjoy the evening while remaining in control and ready for any moment. The product values a modern and responsible lifestyle. The goal is to inspire a young and active audience to adopt Heineken 0.0% as the natural choice to enjoy without limits, while remaining free and in control of its decisions.
Heineken 0.0% embodies a new way to experience these events: fun, daring and exciting. Soft beer becomes a strong and influential choice, offering the opportunity to keep control over our decisions while staying at the heart of the moment. An experience with no brakes or regrets.
This spot is a tribute to the modern, inclusive, conscious and vibrant party, with the slogan «Drink light, fun all night» fulfilling the promise. Heineken 0.0% redefines conviviality by dominating intensity and lightness, for those who know how to have fun. Drink light - party all night
Moodboards : shots and color grading
Visual intentions:
We want to capture the atmosphere of an effervescent and seductive night, where the tension of the moment is palpable. Heineken 0.0% is the modern and subtle choice that allows you to live the present moment while keeping control. The song Guess, from the album of the year Brat by Charli XCX, clouds the vision of advertising by regenerating the energy of a «brat summer»: a season where you have fun, marked by a mischievous attitude, rebellious, a festive and warm atmosphere where we celebrate the intensity of lived moments.
From this aesthetic, we bring back images in blurred electric blues and violets, halos of light that reflect the intensity of emotions, the euphoria of the party.
The goal is to project this feeling to our target audience: a sensuality assumed in the context of an authentic and social experience that revolves around drinking beer.
Here is the full pitch deck ( in french )
24_25_IMD32_VID_PitchDeck_Maria_Matilde_Arno_Re (1).pdfPage updated
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