SOCIALIZING BILLBOARDS
Brand
HEINEKEN/IFOOD/MISCI
Entrant Agency
LEPUB
Category
Outdoor
Award
Bronze
Festival & Year
Cannes Lions (2026)
Case Study Details
Heineken lives where social occasions happen: on the streets. But there, the brand competes with countless other ads for people’s attention.
So instead of competing, Heineken partnered with Brazilian brands to create a clever media solution and turn neighboring street ads into invitations to socialize.
From LePub São Paulo.
#Heineken #SocializingBillboards
Presentation Board
Cea Heineken
Socializing Billboard
PROBLEM
Heineken has a clear goal: bring people
together to socialize and have a goo
time with our beer: In Brazil, however,
strict regulations prohibit showing people
in aleohol ads across any outdoor media:
So, if there's no people with a Heineken,
there's no socializing. Right? Not quite.
Annex A - Article 6
ie advertising elements (..)
ited to the display of the
product, its brand and/or slogan
SOLUTION
Heineken invited Brazilian brands to ri
street ads right next to ours.
At first glance, they looked like separa
campaigns from different brands. But
combined, they formed a single billbog
showing people socializing with our bel
FAlicaripleni@n ih eeireqtaieie |
Because if we can't bring people together
we make billboards come together.
‘Two ads
One photo
Turning socializing ads into Heineken ads.
fi eletromidia
‘Heineken
b TA perfected
rede social desde 1873.
OOH placements >»
-Pédple Coot
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