Pub Museums (case study)

Agencies: LePub LePub Italy Publicis Dublin


Irish pubs are renowned worldwide not only as cultural landmarks but also as crucial elements of local history, continuing to play an essential role in their communities. After a challenging period for the hospitality sector, LePub and Publicis Dublin’s latest campaign for Heineken seeks to preserve this heritage by transforming pubs into virtual museums. This creative strategy aims to make historic pubs across Ireland eligible for the financial advantages typically granted to cultural institutions.

Achieving official museum status would allow these pubs to access government grants and tax exemptions usually reserved for cultural landmarks. This initiative aligns with the Vintners’ Federation of Ireland’s efforts to gain UNESCO recognition for pubs as integral parts of Ireland’s cultural heritage. Through the use of technology and storytelling, the campaign emphasizes the cultural importance of these pubs and aims to ensure their survival.

The campaign employs AR technology to showcase the stories of historic pubs such as Toners Pub in Dublin, Mother Macs Public House in Limerick, and Sean’s Bar in Athlone, reputed to be the oldest pub in the world. Visitors can scan a QR code on a plaque outside the pubs with their phones, which activates an AR overlay that narrates local legends. By combining indoor navigation with each pub’s geolocation, photogrammetry was used to create digital 3D models of historical artifacts inside the pubs.

Bruno Bertelli, CEO of LePub and CCO of Publicis Worldwide, states: “It is unfortunate that many pubs, which have endured for centuries, are now facing financial challenges. We wanted to showcase the historical and cultural significance of these remarkable places, making them eligible for financial support from public institutions.” This campaign not only aims to protect the heritage of Irish pubs but also to ensure their ongoing role in local culture and communities.

This professional campaign titled 'Pub Museums (case study)' was published in Ireland and United Kingdom in June, 2024. It was created for the brand: Heineken, by ad agencies: LePub, LePub Italy, and Publicis Dublin. This Ambient, Digital, and Experiential media campaign is related to the Alcoholic Drinks, Recreation, Leisure, and Travel and Tourism industries and contains 1 media asset. It was submitted about 1 month ago by LLLLITL.


Brand: Heineken.
Brand Director: Nabil Nasser.
Communications Director: Daniela Iebba.
Designer: Rob van Griensven.
PR: Jonathan O’Lone.
Communications Manager: Alexander Drake.
Manager: Bob van Iersel.
Marketing Director: Fiona Curtin.
Marketing Manager: Mark Noble.
Brand Manager: Rachael Crawley.

Creative Agency: LePub Milan.
Chief Executive Officer: Bruno Bertelli.
Chief Creative Officer: Cristiana Boccassini.
Executive Creative Director: Eoin Sherry.
Creative Director: Jack Christensen.
Creative Director: Stefano Zanoni.
Associate Creative Director: Roberto Ardigò.
Art Director: Flavia Conti.
Copywriter: Cristiana Candido.
Head of Client Services: Shirine Aoun.
Account Director: Ilaria Castiglioni.
Account Director: Gonzalo Gutiérrez Gauna.
Communications Director: Isabella Cecconi.
PR: Eleonora Botta.
Head of Technology: Mauro Mazzei.
Head of Production: Vittorio Cafiero.
Digital Producer: Simona Caldarini.
Designer: Serena Murgia.
Designer: Federica Muscillo.

Agency / Creative: Publicis Dublin.
Creative Director: Ger Roe.
Creative Director: Peter Dobbyn.
Account Director: Ruth McCormack.
Agency Producer: Rachel Murray.
Art Director: Cormac O’Connor.
Tech Lead: Cian McIntyre.
Studio Manager: Hannah MyGlynn.
Production Assistant: Jordan Dempsey.
Print Producer: Gavin Kenny.
Business Director: Sinead Dennis.

Creative Agency: Thinkhouse.
Founder: Jane McDaid.
Account Director: Laura Wall.
Account Manager: Lucy Carroll.
Account Executive: Niamh Hoy.

XR Creative Studio: Lens That.


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