Publicis Italy/LePub indicators the Heineken® marketing campaign that celebrates its one hundred and fiftieth anniversary by way of a collaboration between the world’s most worldwide beer model and the style home MSGM.
Milan – July eleventh, 2023 – Heineken® celebrates its 150 years by honoring the passions of its loyal prospects worldwide. By way of a worldwide marketing campaign centered round conviviality and the playful misspelling of its model, Heineken® embraces the assorted methods through which customers check with it.
In Italy, the “Good Occasions” model types an unique partnership with MSGM, one of the distinguished vogue manufacturers of the Italian panorama, leading to a limited-edition capsule assortment consisting of 150 items. This collaboration permits Heineken® to tangibly have a good time its declare of “150 years of fine instances, a technique or one other.” The spotlight of this partnership is a artistic interpretation within the type of a jersey polo shirt, bearing the signature MSGMxHeineken®. It humorously captures the distinctive pronunciation with which hundreds of thousands of Italian customers name the model: “Ainechen.”
This merging of two worlds—beer, synonym of conviviality, and vogue, a selected language of self-expression—takes form in a marketing campaign ideated and developed by the artistic company Publicis Italy/LePub. The marketing campaign was shot by the famend vogue photographer Brett Lloyd, who artfully captured the essence of the collaboration by way of six unique pictures and a video, showcasing his distinctive and distinctive model.
“With nice enthusiasm, we announce at the moment a brand new partnership with essentially the most progressive and established vogue model on the nationwide and worldwide scene, MSGM, to have a good time the 150-year historical past of our iconic model. – declares Jan Bosselears Advertising Director Heineken® Italia – Younger Italians, particularly Gen Z, exhibit an infectious ardour for clothes, model and the newest developments, reworking vogue into an genuine and unprejudiced type of creative expression that celebrates being your self all the time past any barrier. That is why we determined to create a restricted version collectible polo collectively, to have a good time our necessary milestone and our customers by giving a robust message of inclusiveness”.
“We’re extremely proud to contribute with our creativity and Made in Italy experience to such a momentous celebration,” says Massimo Giorgetti, Inventive Director of MSGM. “The polo shirt created for Heineken®’s one hundred and fiftieth anniversary displays our DNA: a recent imaginative and prescient, positivity, and lightness.”
Bruno Bertelli, International CEO LePub, International CCO Publicis Worldwide, CCO Publicis Groupe Italy, provides, “The mix of those seemingly distant worlds offers delivery to one thing surprising and culturally vital. We’re pleased with bringing this progressive collaboration between Heineken® and MSGM to life—the primary partnership between the model of ‘good instances’ and one of many vogue trade’s most progressive gamers. It’s no coincidence that this collaboration was born in Italy, the epitome of vogue’s highest expression.”
A restricted amount of MSGMxHeineken® vogue objects can be obtainable to the model’s group by way of a drop on Heineken®’s social media channels, ranging from July seventeenth, 2023.
Watch the movies right here:
60”: https://www.youtube.com/watch?v=Y6gJeu7eTkw
15”: https://www.youtube.com/watch?v=xLxXHeFbUq4
