AGENCY
Felipe Cury, Chief Creative Officer
Silvia Paes, Head of Strategy
Ana Hernandes, General Manager
Greg Kickow, Creative Director
Alex Adati, Creative Director
Sergio Tercarolli, Planning Director
Mauro Elton, Art Director
Ana Carolina, Art Director
Jayme Neto, Business Director
Marina Roge, Business Manager
Denise Frasseto, Project Leader
Marilia Duran, Strategy Director
Fernanda Tiozo, Strategy Manager
Gustavo Bastian, Strategy Supervisor
Jussara Bezerra, Media Manager
Vinicius Machado, Data Strategy Manager
Karina Silva, Sr Community Manager
Yan Prado, Creative Director
Leila Pereira, Media Director
Hirai Fujisaka, Content Supervisor
João Eustachio, Copywriter
Maiara Amaral, Business Intelligence Supervisor
SUMMARY
With the challenge of finding its place in social life, non-alcoholic beer is still considered the opposite of fun.
To break this stereotype, Heineken0.0 was associated with lifestyle actions.
In social listening we noticed a pattern: in the post-Carnival hangover, people promised to stop drinking. We mapped these profiles and decided to help them fulfill their promise by drinking. We sent them Contract0.0 with Heineken0.0 vouchers.
With little investment in media and production, we created an action that generated buzz to deconstruct the perception that without alcohol there’s no fun.
