The Virtual Heineken Silver

Creative idea

To demonstrate that the virtual world isn’t always better than the real one, we ironically jumped on the metaverse trend by launching the first virtual beer that you are not able to hold or drink or taste. The virtual beer was promoted as if it was a new beer that consumers could try for themselves. Only problem, once they interacted with the new virtual Silver in the metaverse, they had the realisation that they weren't able to taste it. Hence, we induced them the need and expectation to try the new beer for real.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Heineken Silver
Campaign name: The Virtual Heineken Silver
Agency network: PUBLICIS
Agency: Publicis Italy
Additional company: Le Pub Amsterdam
Executive creative director: Andrey Tyukavkin
Creative director: Eoin Sherry, Alessandro Candito, Matteo Grandese
Art director: Alessandro Agnellini, Maria Carrillo, Valentino Borghesi, Victor Lopez, Patrick Rossa
Copywriter: Daniela De Seta, Jonay Sosa, Andrey Yarinich, David Casares, Mario Rasero
Account director (agency): Madalina Marica, Gonzalo Gutierrez, Matilde Dettin, Alessandra Granata
Client account director: Paola Natellis, Matteo Della Venezia
Strategic planner / strategist: Monica Radulescu, Melike Akyar, Daniel Vargas Gomez, Mina Baginova, Ilko Petkov, Donnchadh O'Sullivan, Alex Moore
Senior planner: Niccolo Rigo, Charles Laporte Aust
Music: Grand Central Recording Studio
Agency producer: Francesca Zazzera, Sabrina Sanfratello, Matilde Bonanni,
Additional company: Global Chief Creative Officer Publicis WW: Bruno Bertelli Chief Creative Officer: Cristiana Boccassini, Mihnea Gheorghiu Global Chief Strategy Officer: Bela Ziemann Le Pub Ams GM: Eleni Charakleia Account Executive: Tinatin Prangishvili, Federica Mileti Digital Project Manager: Christopher Handsley