CLIENT
Heineken Brasil
Daniel Wakswaser, Marketing VP
Maurício de Meirelles Landi, Marketing Director
Mariana Santos, Marketing Manager
Leonardo Ribeiro, Marketing Manager
Camila Rodrigues, Marketing Manager
Guilherme Almeida, Marketing Manager
Fernanda Zettler, Marketing Manager
AGENCY
Silvia Paes, Head of Strategy
Felipe Cury, Chief Creative Officer
Ana Hernandes, General Manager
Greg Kickow, Creative Director
Alex Adati, Creative Director
Sergio Tercarolli, Planning Director
Marilia Duran, Strategy Director
Fernanda Tiozo, Strategy Manager
Gustavo Bastian, Strategy Supervisor
Mauro Elton, Art Director
Paula Picin, Art Director
Ana Carolina, Art Director
Eduardo Cometi, Art Director
Jayme Neto, Business Director
Marina Roge, Business Manager
Denise Frasseto, Project Leader
Jussara Bezerra, Media Manager
Vinicius Machado, Data Strategy Manager
Luca Lima, Media Director
Karina Silva, Sr Community Manager
Yan Prado, Creative Director
Leila Pereira, Media Director
Hirai Fujisaka, Content Supervisor
3C Gaming
iProspect - a Dentsu Company
Caroline Bassi, Executive Business Director
Lucas Calile, Media Director
Cleberson Luque, Media Manager
Gioconda Ferraz, Business Manager
SUMMARY
How to enter the gamer universe without looking like another brand trying to be "gamer"? Listening to the protagonists of this story: the players themselves.
We discovered a true insight: 67% feels judged and labeled as antisocial.
To break this stereotype, we turned the most popular games in Brazil into bars, showing that games are also places for meetings and socializing.
We went beyond the virtual world in a campaign that connected the online and offline for gamers and non-gamers and brought incredible results in sales for the brand.
