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Branded Entertainment
Experiential/Live Events

Silver Winner

Entrant: Publicis Italy, Milan
Heineken - "The Dilemma"

Corporate Name of Sponsoring Client: Heineken

Client Marketing Directors: Floris Cobelens/Cristina Gusmini/Marta Cecilia Grassi

Agency Account Directors: Lorenza Montorfano/Giada Salerno/Maria Elena Gaglianese

Agency Planners: Bela Ziemann/James Moore

Agency: Publicis Italy, Milan

Creative Directors: Bruno Bertelli/Cristiana Boccassini/Luca Cinquepalmi/
    Marco Venturelli

Associate Creative Directors: Polina Zabrodskaya/Aureliano Fontanta/Bruno Vowinkel

Copywriter: Francesca Aondio

Art Director: Laura Vitello

Executive Agency Producer: Silvia Cattaneo

Production Company: Bedeschi Film

Director: Amilcare Canali

Executive Producers: Giovanni Bedeschi/Federico Salvi

Editors: Fabrizio Squeo/Samuele Schiavo

Description of the Project:
Watching Champions League matches with mates is a wonderful tradition. But 72% of guys watch it at home, alone. Our job was to remind them that UCL matches are worth getting together. That’s why we played a prank on Simone, an ardent Roma supporter. He has been watching UCL with his friends for years, until we presented him an irresistible chance: a VIP ticket to watch Roma - Real Madrid. Naturally, he decides to leave his buddies. But after receiving an unusual call from his friends and facing the pressure of an stadium challenging his choice, Simone changes his mind. This leads to an unexpected ending. In just several days the film gained international PR exposure, racking up a over 1.2 million views on Facebook, more than 1 million views on YouTube and counting with no media budget and was featured on high visibility news outlets worldwide.