Description
2025 - Clio Awards - Grand Winner
2025 - Clio Awards - Silver Winner
Out-Of-Home Matches reinvented the use of outdoor media by transforming over 3,500 high-traffic OOH billboards into giant screens broadcasting UWCL matches in 13 cities. While OOH is a staple in media plans, it’s often used in conventional ways that fade into the background. Heineken broke this pattern by turning static billboards into a live entertainment activation, addressing the significant gender gap in football. This innovative approach brought the concept of video—commonly explored in TV and internet advertising—to the streets, creating an impactful and engaging experience. Leveraging the high visibility, penetration, and affinity of OOH media among Heineken's target audience, the campaign directly connected with over 25 million people. The result? Women’s football became impossible to ignore, generating over R$ 52 million in earned media and turning a media channel into a cultural movement.
This professional campaign titled 'Out-of-Home Matches' was published in Brazil in May, 2025. It was created for the brand: Heineken, by ad agency: LePub. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 3 media assets. It was submitted 6 months ago.
Credits
Advertising Agency: LePub
Brand: Heineken Group/ Heineken
Agency Network: LePub
Holding Company: Publicis Groupe
Media Agency: Jcdecaux
Media Agency: NEOOH
Global CEO LePub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy: Bruno Bertelli
Heineken® Brazil CMO: Cecilia Bottai
LePub Partner, Chief Strategy Officer: Aldo Pini
LePub Chief Creative Officer: Cristiana Boccassini
LePub Executive Creative Director: Greg Kickow
LePub Chief Creative Officer: Mihnea Gheorghiu
LePub Executive Creative Director: Alex Adati
LePub Partner & Chief Creative Officer: Felipe Cury
LePub Executive Creative Director: Rafael Alves
Creative Director: Leone Damião
Associate Creative Director: Leandro Valente
LePub Copywriter: João Eustachio
LePub Art Director: Ana Carolina Miranda
LePub Copywriter: Filipe Pacheco
LePub Art Director: Gabriel Santos
LePub Art Director: Mauro Elton
LePub Art Director: Anderson Alves
LePub Creative Production Manager: Bruna Marchi
LePub Producer: Beatriz Takahashi
LePub Head of Business: Joanna Alencar
LePub Business Manager: Marina Roge
LePub Project Leader: Denise Frasseto
LePub Media Director: Leila Pereira
LePub Media Director: Priscilla Leite
LePub Executive Media Manager: Jussara Bezerra
LePub Executive Media Supervisor: Gabriela Pereira
LePub Media Coordinator: Carla Tassi
LePub Media Assistant: Beatriz Vecino
Heineken® Brazil CEO: Mauricio Giamellaro
Heineken Brazil Senior Brand Director: Eduardo Picarelli
Heineken® Communication Director: Beatrice Jordão
Heineken 0.0 Brazil Manager: Fabrizio D'Angelo
Heineken® Marketing Analyst: Thomas Guilhon
Heineken® Marketing Analyst: Thaís Queiroz
Heineken® Media Coordinator: Williane Vieira
Heineken® Brazil Connections Director: Fernanda Saboya
Heineken Brazil Head of PR: Adriana Teixeira
Sr. Director Global Heineken Brand: Nabil Nasser
Heineken® Communication Director: Daniela Iebba
Heineken Global Communication Manager: Guilherme Retz
