The Heineken blackout

de using no light, it was aired in multiple channels simultaneously and consumed 34% less energy when compared to previous Sunday prime time in Brazil

To raise awareness and invite Brazilians to participate in its Green Energy Project, Heineken Brazil and Publicis Brazil created an ad that was aired during Brazilian prime time, on 33 million TVs in multiple open tv channels simultaneously. Made all in black for 30 seconds, the 45 seconds ad surprised the audience and grabbed attention by claiming to be sustainable itself. According to LuzIS Consultancy, it saved enough energy to power a small city made up of 57 thousand inhabitants in Brazil for a few hours. Heineken's registration site had its highest peak hit ever during the ad!

The initiative is part of the brand’s sustainability and culture platform in Brazil, GREEN YOUR CITY, in which the brand made commitments in three pillars: greener cities, circular economy and responsible consumption. In addition to the film, the campaign includes pieces for social media, digital and influencers.

In 2020, Heineken Brazil shifted to renewable sourced energy to brew its world famous beer. Now, the brand is taking another step in its journey for a greener future. After a partnership with a distributed energy company, the brand became a pioneer in offering green energy to 208 million consumers in the country with savings of up to 20% on their energy bill. Since 2021, bars and restaurants can also be part of the program with energy savings of up to 40%.

The distributed energy project, which just recently started and already serves partner bars and restaurants, has the goal of reaching 40% of the brand's partner points of sale by 2030. Now, it opens the way to residential coverage. Individuals will be able to opt for the program and have access to green energy in their own homes. The initiative is operated in partnership with regional generators of certified renewable energy, whose availability has been gradually happening in the country.

The membership process is simple. The interested party simply registers digitally in the program, accessing the platform https://www.heinekenenergiaverde.com.br/ . Images of identification documents of the holder and a copy or photo of the energy bill will be requested. Registration is free, without payment of fees or installation, and loyalty is not required. To be entitled to the benefit, the user must have an average monthly expenditure of at least R$ 200,00 indicated in the energy bill. After joining, within a period of up to 120 days, the conversion will be carried out and the supply of green energy will begin, resulting in a discount on the energy bill that can reach up to 20%, depending on the region.

Project phases

The project works in partnership with regional certified renewable energy generators, which are being installed across the country. Currently, those who live in Minas Gerais, Goiás, Paraná, Santa Catarina, Rio Grande do Sul, Distrito Federal and São Paulo (served by CPFL Paulista) can join the program. In the other states, the service is expected to be available between the second half of 2022 and the first half of 2023.

Credits:

HEINEKEN

Beatrice Jordão

Carina Hermida

Daniela Iebba

Gabriel D’Angelo Braz

Guilherme Retz

Melina Domingos

Nabil Nasser

Ornella Guzzo

Williane Silva

PUBLICIS BRASIL

Global Cco: Bruno Bertelli

Global Creative Coordination: Guy Lewis

Cco: Domenico Massareto

Executive Creative Director: Dani Ribeiro E Fabio Astolpho

Creative Director: Arturo Marenda

Associate Creative Director: Andre Leotta E Isadora Greiner

Creatives: Arturo Marenda, Andre Leotta, Isadora Greiner, Elias Carmo E Rodolfo Monteiro

Community Manager: Bruna Pasquini

Rtv: Renata Sayão E Giuliano Springhetti

Account: Gabriela Borges, Joanna Alencar, Mariana Corrales, Marina Roge E Cassia Brandão

Projects and Tech: Marcio Bueno, Renata Carvalho E Bianca Ferreira

Head of Planning: Juliana Elia

Planning: Catarina Melo, Daniela Altenfelder, Victoria Franco E Barbara Pires

Media: Mauricio Almeida, Ana Sanchez, Jussara Bezerra, Fernando Brito E Carla Tassi

Post-Production company: Public Post

Post-Production Coordination: Douglas Souza Tecco E Marcello Sampaio

Editing: Renne Perez E Marco Teixeira

Audio: Satelite Áudio

Musical Direction: Kito Siqueira, Roberto Coelho, Hurso Ambrifi

Account: Fernanda Costa, Renata Schincariol, Thiago Alonso

Musical Production: Kito Siqueira, Roberto Coelho, Hurso Ambrifi, Mike Vlcek, Thiago Colli, Charly Coombes, Koitty.

Finalização: Carla Cornea, Ian Sierra, Vithor Moraes, Renan Marques, Arthur Dossa

Production Coordinator: Camila Guedes E Bruna Isidore,

Production Assistant: João Piccoli

Voice: Giselle Lima

IPROSPECT – DIGITAL MEDIA

Executive business director: Caroline Bassi

Business manager: Gioconda Ferraz

Business supervisor: Ana Melo

Media Strategy Director: Lucas Callile

Media Manager: Cleberson Luque

Media Analyst: Arthur Fialho, José Teixeira e Marina Miranda

Programmatic Media Manager: Tiago Holanda Bezerra

Programmatic Media Supervisor: Alda Chávez