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Green Drivers

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TITLE: THE GREEN DRIVERS CLIENT: HEINEKEN PRODUCT: HEINEKEN AGENCY: HANDS CREATIVE DIRECTION: Marcelo Lenhard, Zito Campos ART DIRECTION: Thiago Martins, Mila Fregona WRITTER: Mariana Mancia CLIENT SERVICES: Fernanda Tchernobilsky, Thays Barbosa PLANNING: Fernanda Peltier PROJECT MANAGER: Rafael Najm OPERATIONAL MANAGER: André Patrício RTV: Moema Porro PRODUCTION HOUSE: Trator EXECUTIVE PRODUCTION: Gabriela Lemos e Armando Ruivo DIRECTOR: Will Mazzola PHOTOGRAPHY DIRECTOR: Toddy Miranda IMAGE PRODUCTION HOUSE CLIENT SERVICES: Talita Antunes PRODUCTION COORDINATION: Kiko Ribeiro e Eduardo Saraiva ASSEMBLING: Christian Grinstein POST-PRODUCTION: Trator Filmes COLOR: Bleach Filmes SOUND PRODUCTION HOUSE: Comado S MAESTRO/ PRODUCTION: Equipe Comando S SOUND PRODUCTION HOUSE CLIENT SERVICES: Elis Pedroso, Elisa Vitale CLIENT APPROVAL - Bram Westenbrink, Vanessa Brandão, Guilherme Retz, Natália Menezes ACKNOWLEDGMENTS – Interpub Eventos, Jaguar Heineken and Sir Jackie Stewart search for responsible drivers in Brazil Part of F1 campaign, the brand finds responsible consumers and rewards them with an experience that goes way beyond the tracks in an activation done with Hands agency Driving to a bar with friends on a holiday and being the only one not to drink. As if that weren’t challenging enough, Heineken put to the test the responsible attitude of these drivers and rewarded those who stood true to the purpose. What seemed to be just a delivery truck of the brand revealed a customized Jaguar F-Type that took these drivers to an unusual ride in the Interlagos Race Track with none other than Sir Jackie Stewart, former driver and three-time Formula 1 world champion. At the end of the ride, the responsible drivers won tickets to enjoy Formula 1 Grand Prix Heineken of Brazil 2017 with their friends. This was the mechanics used by Heineken, official sponsor of Formula 1, to create “The Green Drivers” campaign. Idealized in partnership with Hands (Brazilian ad agency), the film is airing on digital channels as part of a responsible consumer campaign surrounding the GP of Brazil 2017 that took place this month. The idea was to show that people who never drink while driving can also have incredible experiences. “Responsible consumption is a platform that Heineken has been working on for many years. Since the announcement of F1 global sponsorship in 2016, the brand has been talking about the incompatibility of drinking and driving in several communications and actions around the world. The Green Drivers campaign, produced locally, incentivates the correct attitude of never drinking while driving and that message is stamped by someone who has always fought for safety on the tracks, Sir Jackie Stewart”, tells Vanessa Brandão, Heineken brand director in Brazil. “Finding and rewarding real consumers who genuinely demonstrate this behavior is very gratifying for the brand”. Sir Jackie Stewart, star of the global film "No, Thanks" released last year to speak about responsible driving, came to Brazil in the first half of October for the filming in São Paulo. Watch the movie here: https://youtu.be/B69r0Qzj_KU Official sponsor of Formula 1 since 2016, this year Heineken has the naming rights of the competition in Brazil. The FORMULA 1 GRANDE PRÊMIO HEINEKEN DO BRASIL 2017 will take place on November 10, 11 and 12 in Interlagos, São Paulo. In the event, the brand will have a Suite in the Paddock Club and an exclusive grandstand for 2,000 people in one of the main points of the circuit, sector H, at the exit of “Senna’s S”. In this grandstand, guests can enjoy draft beer taken by the Dutch bartenders from Heineken Experience in Amsterdam, and enjoy the party at the end of each day of trainings and race.

The Direct marketing titled Green Drivers was done by Trator Filmes advertising agency for brand: Heineken in Brazil. It was released in the Nov 2017.
Advertiser: Heineken N.V.
Brand name: Heineken
Agency: Trator Filmes Hands
Country: Brazil
Category: Beers and Ciders, Traffic safety
Released: November 2017

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