Bar Experience

Creative idea

There's no experience like bar experience. The idea was brought to life through an on-trade platform and an integrated campaign in collaboration with other large companies that depend directly or indirectly on the hospitality industry. First, show how working in bars is good for their careers. Then, Heineken will consider bar experience as a mandatory skill in the hiring process. The Heineken Company is one of the most attractive employers in Europe. So it had the power and the credibility to turn bar jobs into the kick-start of a bigger career, to help bars overcome staff shortage.

Brand name: Heineken
Advertiser / client: Heineken
Product / service: Heineken
Campaign name: Bar Experience
Agency network:
Agency: LePub
Media agency: Dentsu Redstar
Additional company: LePub Amsterdam, Publicis Ireland, Boomerang
Production company: C41
Executive creative director: Eoin Sherry, Andrey Tyukavkin
Creative director: Guy Lewis, Ger Roe
Art director: Giulia Trimarchi
Copywriter: Gian Marco Panichelli
Account director (agency): Ruth McCormack
Client account director: Elianne Vermeulen
Strategic planner / strategist: Monica Radulescu
Senior planner: Alex Moore
Pr director: Lizzie Dewhurst
Agency producer: Francesca Zazzera, Mariella Maiorano, Sabrina Sanfratello, Rachel Murray
Additional company: Bruno Bertelli: Global CEO Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy Cristiana Boccassini, Mihnea Gheorghiu: Chief Creative Officer Fernando Dominguez, Giulio Frittaion: ACD Antonio Jorgaqi: Senior Experience Strategist Ilko Petkov: Global Data Strategist Vittorio Cafiero: Head of Digital Production Mauro Mazzei: Head of Creative Technology Alice Galline: Senior Global Account Manager