Guao Guao

Creative idea

Instead of convincing Gen Z to party, we tapped into what was already moving them: the Latin vibe. The project became not just a campaign, but a cultural moment. We partnered with Latin producer Ovy on the Drums and singer Micro TDH to release an original reggaeton track, Guao Guao, launched on all major platforms with social content and a music video by Rosalía’s creative team. To amplify the vibe, we collaborated with nail artist Coca Michelle on Spotify-coded “Vibe Nails” kits for influencers, and choreographer Kirsten Dodgen created viral TikTok moves inspired by Latin styles, sparking massive engagement.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Desperados
Campaign name: Guao Guao
Agency network: LePub Worldwide
Agency: LePub, Milan
Agency chief executive officer: Bruno Bertelli
Chief creative officer: Cristiana Boccassini, Mihnea Gheorghiu
Executive creative director: Luca Boncompagni, Rico De Lange
Creative director: Evgenii Shiniaev, Ilia Priamilov, Diorgenes Dos Santos, Viola Hazlerigg,
Art director: Per Moe, Fernando Miranda Camacho,
Copywriter: Emanuela Ferrari, Miriam Marin, Lili Bos
Designer: Niccolò Orso Campanini, Paolo Vendramini, Marcello Tarro, Daria Guseva, Matthijs Nolst Trenite
Account director (agency): Ioana Dumitrascuta, Marta Dell’Adami, Chiara Allievi, Lauren Thackray, Alexander Trushin, Mikey Van Den Berg, Mollie Streek, Sami Westwood, James Silverstone, Katie Van't Hoff, Dev Singh
Client account director: Aurelie Quenardel, Christina Drollas
Managing director: Kate Brazier
Strategic planner / strategist: Monica Radulescu, Cristina Sarraille, Davide Brock, Adam Lotz, Laura Gutiérrez, Gert Jan Brookman, Julie Koolen,
Pr director: Isabella Cecconi, Federica Fiorentino, Alessia Cornali
Film production: Francesca Zazzera, Anna Sica, Margherita Fonseca, Tina Paolella
Director: Mimi Rasmussen
Music: MICRO TDH, Ovy On The Drums
Digital production: Simona Caldarini
Additional company: Head of Art: Andrea Ferlauto Creative Supervisor: Angela Celano, Matteo Gemelli CSO: Bela Ziemann Head of Culture & Data: Zoe Lazarus Data Lab: Hanna Janasik, Tumay Mavi Content Specialist: Daniele Benvenuti Creative: Alice Isakson PM: Coco Andredelaporte, Melanie Pierre ACD: Daniele Tesi, Henry Crisp Art Buyer: Veronica Bottanelli Brand Activation Director: Anjali Nazarenko Brand Activation Manager:Tristan Leopold Partnership Manager: Julie Le Houezec