Heineken challenges drinks stereotypes in new global ‘Cheers to All’ campaign via Publicis Italy

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Heineken has launched a new global campaign, “Cheers to All”, with a light-hearted view on the stereotypes that are associated with ordering certain drinks, developed by Publicis Italy.


The film is a montage of men and women being served the wrong drink, a Heineken or a cocktail respectively, when in fact they had ordered inversely. As they look around the restaurant or bar with baffled expressions, the bartenders awkwardly realise the mishap, and swap drinks to enjoy their drink of choice.

Says Maud Meijboom, brand development and communications director, Heineken: “The idea for this campaign was inspired by real life experiences that everyone can relate to. Breaking down these stereotypes involves acknowledging them and we wanted to do this in an entertaining way through our hero film. We want to remind people around the world that everyone should feel free to enjoy the drink they prefer so we created ‘Cheers to All’.”

The campaign includes a 15, 30, 45 and 48 second film, digital and social assets and will be launched in multiple countries in 2020.

The film can be viewed on TV, online and across social media and is available in different formats.

Client: Heineken
Sr. Director Global Heineken Brand: Gianluca Di Tondo
Heineken Brand Development & Communication Director: Maud Meijboom – van Wel
Global Heineken Communication Manager: Jessica Setiawan

Creative Agency: Publicis Italy
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Global Executive Creative Director: Luissandro Del Gobbo
Global Executive Creative Director: Luca Cinquepalmi
Global Executive Creative Director: Marco Venturelli
Associate Creative Director: Francesco Basile
Creative Director: Michele Picci
Copywriter: Claudia Illan
Art Director: Hugo Wahledow
Junior Art Director: Marina Perta
Junior Copywriter: Pam Bianda
Head of Strategy: Bela Ziemann
International Strategic Planner: James Moore
Senior Strategist: Stuart Williams
Data Strategist: Ilko Petkov
Head TV Production: Mariella Maiorano
TV Producer: Arianna Natale
Digital Video Producer: Sanam Bartoletti
Worldwide Account Director: David Pagnoni
International Client Service Director: Eleni Charakleia
International Client Service Director: Patricia Synephias
Digital Account Director: Alexandra Stoica
Digital Account Director: Marion Quesada
Digital Account Supervisor: Côme de Courcelles
Account Executive: Lischa Steiper

Production Company: Iconoclast Paris
DOP: Matias Boucard
Executive Producer: Charlotte Marmion
Line Producer: Lucile Baruchel
Production Designer: Arno Roth
Costume Designer: Elise Bouquet and Reem Kuzayli
Post Producer: John Meunier
Editors: Sophie Fourdrinoy
Post Production Company: MPC
Executive Producer: Dafydd Upsdell
Sound Engineer: Raj Sehgal (Grand Central Recording Studio London)

Digital Production Company: Iconoclast Studio Paris
Director: Jason Yan Francis
DOP: Mélodie Preel
Executive Producer: Manon Leurent
Line Producer: Rémi Farkas
Post producer: John Meunier
Editor: Philippe Roch
Post Production Company: MPC
Executive producer – Dafydd Upsdell
Post Production producer – Christopher Preston Barnes
VFX supervisor- Fraser Cleland
Colourist – Peter Oppersdorf