2013 Results

CAT 27 - Branded Entertainment (BC)


Publicis Italy (ITALY)

Heineken Italia, Heineken: "The Wall of Opportunities"27-03113-BC

Agency (& City): Publicis Italy

Creative Director(s): Bruno Bertelli, Cristiana Boccassini

Copywriter(s): Francesca Bonomi

Art Director(s): Valeria Vanzulli

Production Company (& City): Dooley

Production Company Producer(s): Marco Astarita

Agency Producer(s): Mariella Maiorano

Account Director: Giada Salerno

Strategic Planner: Bruno Tecci

Director and Coreographer Dooley : Nicolas Lagousakos

Set Design Pollo Design: Andrea Gallo

Stylist: Claudia Tortora

Music and Sound Effects: Diego Maggi

Structure and Tecnology Producer Lime Lite: Giancarlo Campora

Brand Manager Heineken Italia: Daniela Gorni

Group Brand Manager Heineken Italia: Roberto Giugliano

Media Director MCA Mediavest Italy: Milena Verde

Media Supervisor MCA Mediavest Italy: Michela Lingiardi

Media Planner MCA Mediavest Italy: Gabriele Beltrami

General Manager/International Client Service Director: Daniela Di Maio

Editor: Stuart Greenwald

Short explanation

During Milano Design Week 2013, we created The Wall of Opportunities in one of the most crowded districts of Milan during this period: Zona Tortona.
In day light, The Wall of Opportunities appeared as a first of its kind design installation consisting of 64 doors, coloured in shades of green in line with the Heineken brand colour. The doors were symbolic to illustrate what it means to “Open Your World”. On the night of the event, the doors were opening one by one and three stories of people grabbing their opportunities unfolded in a spectacle of visual effects and storytelling. The journey of a romantic traveller that by falling reaches even a higher destination. A post boy saving his boss’ life climbs the ladder of success. An artist finding inspiration from a paint can rises from the street to fame.
The entire event was performed live. Starting from the music, which was orchestrated to match each story to the changing choreographies involving professional actors and dancers. Each story had a different mood and feel, to build up to the grand finale in which the “Open Your World” message was revealed.