The Gaming Fridge

Creative idea

Opportunity: if games are like bars for gen z, overheating is a huge barrier of socialization. Tapping into this serious overheating issue, Heineken created its own CPU. THE GAMING FRIDGE, an ultimate customized gaming PC that is also a Heineken fridge. A high-performance hardware, cool design, cool beers, no overheating and a lot of socializing. It was about getting into the gaming community in a genuine way that would build desire around the brand.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Heineken
Campaign name: The Gaming Fridge
Agency network: PUBLICIS
Agency: LePub, Milan
Additional company: LePub, Sao Paulo
Chief creative officer: Mihnea Gheorghiu; Felipe Cury
Executive creative director: Andrey Tyukavkin
Creative director: Greg Kickow; Yan Prado; Alex Adati; Stefano Zanoni;
Art director: Paula Picin; Nicolò Pavin
Copywriter: David Casares; Eduardo Cometti; Mattia Pavin
Account director (agency): Joanna Alencar; Jayme Neto; Ilaria Castiglioni; Derek Muller
Strategic planner / strategist: Monica Radulescu; James Moore; Silvia Paes; Marilia Duran; Fernanda Tiozo; Stephan Minucci; Ilko Petkov; Andrea Battista
Pr director: Isabella Cecconi
Agency producer: Francesca Zazzera; Bruna Marchi; Beatriz Takahashi; Sabrina Sanfratello; Alessio Zazzera
Digital production: Vittorio Cafiero
Additional company: Global CEO LePub, Global CCO Publicis Worldwide, CCO Publicis Groupe - Bruno Bertelli; Global Chief Creative Officer - Cristiana Boccassini; CSO - Aldo Pini; Associate Creative Director - Roberto Ardigò; Senior PR Manager - Eleonora Botta; Global Head of Creative Technology - Mauro Mazzei; Account Manager - Lucas Nabuco; Account Assistant - Suellen Agatha;