HEINEKEN | SHUTTER ADS | 2020
When closed shutters became ads that saved the bars behind them / HEINEKEN "SHUTTER ADS"
In 2020, the pandemic forced bars to pull down their shutters. The lights went out across the city. So why not put those shutters to work bringing the light back?
The problem
Lockdowns hit the bar industry hard. Heineken itself lost seven-tenths of its sales. While many brands were cutting their ad budgets, Heineken chose not to abandon independent bars.
The insight
A closed shutter isn't just there for security. Facing the street, it's actually a pretty great space for media. So why not take the budget that would have gone to traditional outdoor advertising and put it straight into bar owners' pockets instead? It's an idea that makes a cause and a business work together at the same time.
The idea
Bars put up the message "See this ad today, enjoy this bar tomorrow" on their shutters and windows, and Heineken paid them directly for the ad space. More than 5,000 bars across Argentina, Germany, Indonesia, Italy and Spain became Heineken billboards even while closed.
What happened
7.5 million euros went directly to bars, and every single bar that took part was able to reopen. The campaign generated media value 40% higher than traditional outdoor advertising, and won the Grand Prix in the Outdoor category at Cannes Lions 2021.
Afterthought
What's amazing is the shift in thinking that turned the shutter—a symbol of closure—into a sign of hope. Helping people and building brand value happened at the very same time. This, right here, is what advertising should be about.
Awards
- Cannes Lions Grand Prix 2020
