The gang is going to get together, but one of the crew has just about the worst possible time getting out from work. She misses the train, can't get a taxi, the e-Scooter she rents runs out of battery and soon she trudging home barefoot in the rain while buses pass her and drench her in rainwater. You see her arriving home and assume she's given up on a night out, but that's the misdirect - she had agreed to meet in a game lobby with her pals, and made it just in time.
The game isn't a real game, by the way, but if it feels familiar to you it's because it's an off-brand version of Apex Legends created for the ad and you know, legal reasons.
Heineken® and Le Pub Brazil are challenging the stereotype that gaming is an antisocial pastime – launching "Not All Nights Out are Out", a global campaign that merges gaming culture with the Heineken® brand’s social spirit, celebrating online entertainment as an important moment of socialization.
The campaign will be made up of a main film, titled "Just Another Night Out", as well as a number of other initiatives, including short ‘’side stories’’, in bar games and other creative activations.
The main film ‘Just Another Night Out’, directed by award-winning French director Frederic Planchon, tells the story of Alex and three companions. Using the city of São Paulo as a backdrop, the protagonist faces several unexpected challenges on their way to a night of fun with friends; just not ending in the expected classic bar scene associated with social moments.
“When Le Pub reached out with the initial idea, I found it really interesting to see Heineken engaging and embracing new audiences. It was great working with Bruno Bertelli, Felipe Cury and the team to develop the script and find the right balance of humor and narrative to ensure the twist landed. We were lucky to find a great actress who really delivered in terms of a nuanced performance hitting the right tone.” - Frederic Planchon, Film Director Brazil being among the largest gaming markets in the world has over 88% of its population playing video games on any type of device. According to the Game Brazil Research, a consolidated annual survey on the consumption of electronic games in the country, main gaming-related activities are playing or downloading a free-to-play video game (40%), playing a videogame with real-life friends (35%) and watching a live gaming stream (e.g. on Twitch, YouTube Gaming, PandaTV etc.) (20%). However, the act of playing video games continues to be surrounded by false stereotypes, among them, that online gaming is a solitary and antisocial activity.
Mr. Eduardo Picarelli, director of the Heineken® Business Unit in Brazil, explains the brand's aim: "We want to help to break this stereotype. We entered the universe of games because we have something in common: the fact that socialization is both the core of our brand and the gamer community. Following the tradition of always offering a fresh perspective on the themes it addresses, the role chosen for Heineken® in this campaign is to demystify the image of the gamer isolated from friends and celebrate the act of gaming as a social activity”.
In addition to the main film launch, the campaign will also feature upcoming side stories and special activations. “In-Games Bars”, for instance, will consist in a promotional digital experience where Heineken® will offer vouchers for their products in 2700 mobile games. Through Ifood, a delivery food and drink app, gamers will be able to order their regular beverage to accompany their leisure time transforming more than 2700 games into 2700 new Heineken® bars. While with “Beer Matchmaking”, in partnership with the St Marché supermarket flagship in São Paulo, Heineken® will contribute to the solution of a socialization problem that gamers complain a lot about: matchmaking. Via a limited-edition bottle with a QR Code players will be able to connect, according to their favorite type of game, creating the perfect match.
Sr. Director Global Heineken® Brand: Bram Westenbrink
Heineken® Global Communication Director: Agnieszka Gorecki
Heineken® Global Communication Manager: Guilherme Retz
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Global Head Digital Consumer Innovation: Natacha Volpini
Heineken® Brazil CMO: Nabil Nasser
Heineken® Brazil Brand Director : Eduardo Picarelli
Heineken® Brazil Sr Brand Manager : Igor de Castro
Heineken® Brazil Brand Manager: Marina Awada
Heineken® Brazil Head of PR: Adriana Teixeira
PUBLICIS ITALY/LePub & LePub Brazil
Global CEO Le Pub, Global CCO Publicis Worldwide and CCO Publicis Groupe Italy: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini / Mihnea Gheorghiu
Chief Creative Officer Brazil: Felipe Cury
Global Executive Creative Director: Andrey Tyukavkin
Creative Director Brazil: Greg Kickow / Alex Adati
Associate Creative Director Italy: Stefano Zanoni
Associate Creative Director Italy: Roberto Ardigò
Copywriter Brazil: Andressa Cruz
Intern Art Director Italy: Thu Cao
Intern Copywriter Italy: Amilcar Silarsah Veerapen
Intern Copywriter Italy: Başak Özkeskin
Global Head of PR & Communication: Isabella Cecconi
General Manager Brazil: Ana Hernandes
Business Director Brazil: Jayme Neto
Group Account Director Italy: Ilaria Castiglioni
Global Account Director: Derek Muller
Global Data Strategist: Ilko Petkov
Global Strategy Director: Monica Radulescu / James Moore
Head of Strategy Brazil: Silvia Paes
Global Chief Production Officer: Francesca Zazzera
Producer Post Production Brazil: Marcia Lacazze
Producer Post production Italy: Sabrina Sanfratello
Production Company: Academy Films
Director: Frederic Planchon
DOP: Ruben Impens
Executive Producer: Simon Cooper
Producer: Dulcie Kellett
Editor: Sam Rice-Edwards
Game post production: MUVA
Post production: Prodigious Italy
Sound studio: DaHouse
Color: Jean Clement Soret - Company3