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Heineken: Cheers
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Created by Publicis Singapore, this new festive initiative is digital at the core and is a fully integrated, through-the-line campaign headlined by TV, supported by an extensive outdoor blitz, and retail activation. Heineken APAC launches its first global campaign targeting various festive seasons, initially rolling out in 15 Asian markets in the first quarter of 2019, including China and Vietnam.
Building on the brand's new global creative approach of a refreshing perspective on common beliefs, Heineken's new campaign invites people to enjoy the holiday season to the fullest, by offering a fresh perspective on the mishaps that occur during the festive season, promoting a light-hearted, cheery attitude, that turn these troubles into enjoyable experiences. In preparation for the campaign, Heineken interviewed consumers across the region in search of creatively inspiring insights. While rituals and festivals significantly vary from one country to the next, one key theme consistently re-emerged - that despite the strive for perfection, things seldom turn out as planned. In this context, Heineken's role is to lend a fresh and witty way of perceiving the season's imperfections: as the moments that end up being funny, memorable and in time turn into the best holiday stories.
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