Social off socials

Com o objetivo de alertar o público sobre os impactos do uso excessivo das telas, a marca de cerveja Heineken traz o cantor e compositor norte-americano Joe Jonas e "influencers", como a brasileira Camila Coutinho, para inspirar os consumidores a se desligarem das redes sociais como forma de combater a sensação de sobrecarga digital.

Criada pela LePub, a comunicação tem a proposta é lembrar as pessoas do poder da socialização presencial, explorando — ironicamente — o universo das "celebridades" e dos "creators".

Embalado por uma versão da música “What a Wonderful World”, o filme (assista abaixo) dramatiza como reagiriam os feeds de mídias sociais vazios se mais pessoas estivessem se divertindo na vida real, deixando as redes inesperadamente silenciosas. "Influenciadores" lutam para lidar com a repentina falta de atenção, resultando em cenários identificáveis ​​com seus públicos específicos, como beleza, moda e gastronomia.

Focado em "criadores", o esforço visa transmitir a mensagem de que se afastar das telas e fazer pausas nas interações virtuais é necessário para experiências sociais mais profundas e significativas.

A Heineken recrutou uma gama diversificada de "criadores" cujas vidas estão profundamente inseridas na cultura online para cocriar a campanha.

A nova campanha chega inicialmente aos EUA, e depois será lançada globalmente nos próximos seis meses, abrangendo peças para TV, mídias sociais, mídia externa e mídia digital nas Américas, Europa e Ásia-Pacífico.

Ficha Técnica:

Client: HEINEKEN

Chief Commercial Officer: Bram Westenbrink
Head of Global Heineken® Brand: Nabil Nasser
Global Brand Strategy and Communication Director: Daniela Iebba
Global Communications Manager – Heineken® Brand: Alexander Drake
Global Communications Manager – Heineken® Brand: Beatrice Jordão
Global Head / Director BTL Marketing Heineken® Brand: Rutger van der Stegen
Head of Digital Advertising: Bram Reukers
Global Digital Manager: Maria Mihaylova
Digital Innovation Specialist: Emily Geisemeyer
Head of Brand and Consumer PR: Jonathan O'Lone
Senior Strategic Insight Manager: Magdalena Nowrot-Babik

Agency: LePub

Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Co-Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director & Chief Invention Officer: Andrey Tyukavkin
Executive Creative Director: Eoin Sherry
Executive Creative Director: Felipe Ferreira
Creative Director: Corina Patraucean
Creative Director: Rainor Marinho
Senior Copywriter: Cristiana Candido
Senior Art Director: Ines Mota
Art Director: Flavia Conti
Art Director: Christopher Jones
Copywriter: Zelda Ridgway
Junior Art Director: Martina Desantis
Junior Copywriter: Valentina Ferrara
Junior Designer: Peter Sjo
Global Client Service Director: Shirine Aoun
Client Service Director: Ilaria Castiglioni
Group Account Director: Giulia Melegati
Account Supervisor: Filippo Baldi
Account Manager: Sara Margheritta
Account Executive: Chiara Allievi
Global Head of PR & Communication: Isabella Cecconi
Senior PR Manager: Eleonora Botta
PR Coordinator: Alessia Cornali
Head of Digital Production: Vittorio Cafiero
Chief Strategy Officer: Sol Ghafoor
Group Strategy Director: James Moore
Global Data Strategy Director: Ilko Petkov
Data Strategy Director: Andrea Battista
Trend Analyst: Hanna Janasik
Data Translator: Tumay Mavi
Social Media Analyst: Alberto Mura
Junior Digital Ethnographer: Michelle Bonciani
Strategist: Aneta Junkova
Strategist: Thiago Jorge
Communication Strategist: Manali Duddalwar
Social Lead: Tatiana Katsai
Chief Production Officer: Francesca Zazzera
Head of Video Production: Anna Sica
TV Producer: Tania Dal Pra
Digital Producer: Mirella Andreoli
Post-Producer: Sabrina Sanfratello
Art Buyer: Caterina Collesano
Production & Print Manager: Daniela Inglieri
Production & Print Manager: Tina Paolella
Digital Producer Supervisor: Simona Caldarini
Digital Art Director: Ariberto Anastasi

Film
Production Company: Pretty Bird
Director: Bradley & Pablo
Producer: Neil Andrews
Head of Production & EP: Fiona Bamford-Phillips
Managing Director: Emily Rudge
Production Manager: Rachael Donson
Director of Photography: Nico Poulsson
Post Supervisor: Phillip Oldham
Production Designer: Will Boyes
Local Service Production: MR Films, Cape Town
MR Films Executive Producer: Earl Redcliffe
MR Head of Production: Kabelo Seane
MR Films Producer: Mel Charrington
Costume Designer: Julie Vojtovics
Casting Director: Thomas Hammond @ Hammond & Cox
Editor: Dan Sherwen @ Ten Three

Digital
Director: Meghan Daniels
Producer: Benedict Turnbull
DOP: Nick Burton-Moore
MR Films Producer: Valentia Fisher

Post Production
Head of Post-Production (Prodigious): Alfredo Beretta
Post-Producer (Prodigious): Camilla Colabona
Editor: Fabrizio Squeo
Editor: Andrea Besana
Editor: Lorenzo Casati
Editor: Antonio Civilini
Editor: Alessandro Maffioletti
Editor: Luca Fornaciari

KVs
Head of Art: Andrea Ferlauto
Associate Creative Director: Giuseppe Vescovi
Senior Designer: Fabio Iacomino
Designer & Art Director: Niccolò Campanini
Junior Designer: Marcello Tarro

Production
Production Company: CANADA
Photographer: Lou Escobar
Executive Producer: Maria Vives
Producer: Laura Lepre
Production Coordinator: Silvia Fernández
Product Specialist: Pau Arregui
Lighting Designer: Jaime Salom
Digi Tech: Niels Jansen
Set Designer: Mario Serrano
Stylist: Jill Gattegno
Retouch: Digital Art Studio
Post Production Coordinator: Javier Botella Pérez & Marina M. Campomanes

RDL Worldwide – Hero Talent Agency
Founder & CEO: Romilda De Luca
VP – Film, TV, & Partnerships: Kassandra Piligian Veltri
VP – Partnership & Events: Valerie De Luca
Production Coordinator: Jordan Johnson
Marketing Coordinator: Grace Swierenga

The Romans – Global PR & Coordination
Managing Director: Kate Brazier
Senior Associate Director: Liam O’Brien
Senior Account Director: Sophie Lambert-Russell
Senior Account Manager: Leigh Brian
Creative Director: Dan Roberts

Billion Dollar Boy – Influencer Agency
Chief Innovation Officer: Thomas Walters
Head of Clients: Piet Southey
Group Account Director: Sami Westwood
Senior Account Director: James Silverstone
Account Manager: Taylah Lowe-Allen
Executive Global Creative Director: Alex Williamson
Midweight Creative: Jack Donaldson
Global Talent Partnerships Director: Sophie Crowther
Global Director of Business Affairs: Christina Drollas
Global Business and Commercial Affairs Manager: Tom Grahamslaw
PR Director: Laurence James

Sunshine & Sausages – BTL
Partner: Jeroen Huisman
Account Director: Sofia Moreno Coca
Account Director: Rowi Arnold
Creative Director: Diederik Van Kollem
Art Director: Joris Verwiel
Art Director: Siebe Kruize
Art Director: Devon Murray

Dentsu – Media
Global Strategy Partner: Simon Bielby
Global Strategy Director: Elio LaGrua
Global Account Director: Milo Meulenkamp
Europe Regional Lead – Heineken: Fagan Hughes
Global Media Strategy & Planning Director: Cristel van de Ridder
Global Media Strategy & Planning Director: Marie Boucaut
Partnerships Manager: Julie Le Houezec

Boomerang – Amplify Team
Client Service Director: Sebastiaan Poublon
Digital Content Lead: Daria Iakovenko
Executive Digital Producer: Vic Krens
Lead Digital Producer: Nina Visman
Senior Digital Producer: Peirou Li
Post-Producer: Yulia Vinchon

Launch Event – Heineken US
Senior Brand Marketing Manager: Betsy Paynter
Senior Brand Director: Joshua Egan
Heineken Marketing SVP: Guilherme de Marchi Retz

LePub – US Launch Event Support
Creative Supervisor: Angela Celano
Creative Supervisor: Matteo Gemelli
VP Executive Producer LePub NY: Courtney Trent

Articulate – US Event Production & PR Amplification
Founder: Moira Breslin
Head of Global Partnerships: Tiffany D’Aurizio
Media Manager: Laura Plunkett
Producer: Lauren Bruss
Project Manager: Emma Collins
Project Coordinator: Isabella York
Talent and Influencer Lead: Eva McBride

MBooth – US PR Amplification
Senior Account Oversight: Sally Alfis
Head of Influencer: Tom Lorenzo
Corporate Lead: Mike Loughran
Account Lead: Alex Williams
Media Relations Director: Francisco Aguirre
Senior Account Executive: Nicole Fiorillo
Senior Account Executive: Theo Luterman
Influencer Lead: Marcela Ibarra
Influencer Support: Sydney Shea Byalick

Clube de Criação 50 Anos