After the fiasco that was the Pepsi/Jenner attempt at a message of social inclusion and tolerance, it’s too easy to assume that big marketers shouldn’t even attempt to play in that space.
How timely that Heineken should come along and show us that it can be done, and done really well.
Suck on that, as it were!
We missed this one, but it’s so right on so many levels.
It taps into a big, big truth.
It cuts through because it’s sooooo simple…
It takes a position, and is inspiring as a result.
It cost almost nothing (apart from the exhorbitant fee Nike payed their agency – which was worth it.)
And (P.S.) the execution is perfect: audio, edit….brilliant.
We read that Sweden has the lowest rate of smoking in the world. Only 11% of adults smoke.
(Having said that, roughly 20% of people use snus, which is like chewing tobacco.)
So, a very low smoking rate – maybe because of initiatives like this one.
This is inventive, newsworthy stuff. It will “keep the pressure on” – keep the issue current.
Will it drive further dramatic change? Probably not.
But we think it’s persuasive in a subtler way.
Smokers will enjoy being reminded that they should give up.
…and that makes a nice change.
The most consistently underrated tech giant is about to do it again.
A supermarket with no queues. Just grab and go.
(And then there’s the data it generates, of course….)
This is a terrific spot.
It’s a great example of how a constraint in the brief can lead to a great idea. Which is so often the case: it’s a fallacy that the best briefs are wide open, with no limits. Far better to be able to focus your creative energies within a defined area. The constraints often form the bass of the idea itself.
As this spot very ably demonstrates.