Pub Museums

Creative idea

The Irish Heritage Council offers protected status, tax support and other financial benefits to places of historical significance that are open to the public, such as museums. So, Heineken turned historic Irish pubs into virtual museums which people could visit. The brand also created an online tutorial, teaching pub owners all over Ireland and the world how they could become museums so many more pubs would be protected.Pub Museums gave historic Irish pubs a way to protect themselves from closure in challenging economic times. The awareness generated around the campaign also added weight to the bid to have Ireland's Historic pubs listed by UNESCO as protected world heritage sites.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Heineken
Campaign name: Pub Museums
Agency network: PUBLICIS
Agency: LePub, Milan
Additional company: Publicis Dublin
Chief creative officer: Mihnea Gheorghiu
Executive creative director: Eoin Sherry
Creative director: Stefano Zanoni; Jack Christensen; Peter Dobbyn
Art director: Flavia Conti; Cormac O’Connor
Copywriter: Cristiana Candido
Account director (agency): Shirine Aoun; Ilaria Castiglioni; Gonzalo Gutiérrez Gauna; Ruth McCormack; Sinead Dennis
Agency producer: Hannah MyGlynn; Jordan Dempsey; Gavin Kenny
Additional company: Global CEO Global, CCO Publicis Worldwide - Bruno Bertelli; Global CCO - Cristiana Boccassini; Associate Creative Director - Roberto Ardigò; Global Head of PR & Communications - Isabella Cecconi; Global PR Manager - Eleonora Botta; Global Head of Creative Technology - Mauro Mazzei; Head of Digital Production - Vittorio Cafiero; Board Creative Director - Ger Roe; Associate Creative Director - Pedro Gropo; Senior Agency Producer - Rachel Murray; Technical Lead - Cian Mcintyre;