The Genderless Billboard

Creative idea

On December 9th, the Barcelona Men’s team got kicked out of the Champions League. Few months later, the Barcelona Women’s team reached the Women’s Champions League semi-finals in front of a record-breaking audience. We knew that this could happen and we seized the opportunity to promote equality in football with Heineken’s unique tone of voice. The day after the match, a huge billboard in the very heart of Barcelona (La Rambla) congratulated the team for reaching the semi-finals. Without mentioning it was the women’s team. An innocent oversight that turned the headline into a statement for gender equality.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Heineken
Campaign name: The Genderless Billboard
Agency network: PUBLICIS
Agency: Publicis Italy
Executive creative director: Milos Obradovic, Andrey Tyukavkin,
Creative director: Eoin Sherry
Art director: Corina Patraucean
Copywriter: Nicolo Carrassi
Account director (agency): Gonzalo Gutierrez, Mariona Valls Seto
Client account director: Paola Natellis
Additional company: Global Chief Creative Officer Publicis WW: Bruno Bertelli Chief Creative Officer: Cristiana Boccassini, Mihnea Gheorghiu Social Media Content & Community Manager: Ali Hares General Manager LePub Ams: Eleni Charakleia