Heineken celebrates the sounds of good times with F1 in new campaign via Saatchi & Saatchi
To promote the timeless partnership between Heineken and Formula 1, Saatchi & Saatchi Australia and Heineken have launched the ‘Sounds Like Good Times With F1’ campaign ahead of the Formula 1 Rolex Australian Grand Prix 2024.
Heineken has a long history as a beer that is best enjoyed with noise, and when the distinctive roar of F1 is paired with Heineken, it ‘sounds like good times’. Using linguistic devices, the campaign reinforces Heineken’s association with F1 and heroes the unmistakable sounds of this famous sporting event that brings people together.
Along with video and OOH, the campaign has launched with a 360 audio asset on Spotify, immersing listeners in the sounds of F1 and Heineken, and a social campaign with tickets on offer to the sold-out Formula 1 Rolex Australian Grand Prix 2024 event.
Says Dino Bozzone, country manager, Heineken: “We’re thrilled to celebrate another year of our partnership with the F1 by launching a local campaign that aims to celebrate the sounds of good times at the F1. Sound is such a critical part of the immersive experience at the Formula 1. Without the sounds of the engines roaring, crowds cheering and bars buzzing, this event wouldn’t be the one we all know and love. We look forward to seeing fans come together & celebrate the good times with their mates over this weekend, with a Heineken or Heineken 0.0 in hand at the F1.”
Says Carlo Mazzarella, creative director at Saatchi & Saatchi Australia: “Being from Melbourne, it’s hard not to notice the sounds of the F1 when March arrives. So our aim was simple: to create a campaign that makes Heineken synonymous with the sounds of the F1 in a fun and engaging way.”
The campaign launches across OOH, digital, radio, social and in-store activation.
Client: Heineken
Country Manager: Dino Bozzone
Brand Manager: Ben Fisher
Connections Planner: Lawrence Beatt
Marketing Manager: Helen Griffiths
Media Manager: Carol Kearney
Head of Media: Clare Tsubono
Customer Marketing Manager: Kaitlyn Hargans
Customer Marketing Manager: Therese Watts
Activation Executive: Lauren Barbato
Activation Executive: Alexandra Thoma
Customer Activation Manager: Raphael Chagas
Customer Activation Manager: Alice Theodosi
Creative Agency: Saatchi & Saatchi Australia
Managing Director: Toby Aldred
Group Account Director: Ben Frost
Account Director: Tim Marshall
Senior Planner: Adelaide Day-Collett
Chief Creative Officers: Mandie Van Der Merwe & Avish Gordhan
Creative Director: Carlo Mazzarella
Creative Director: Piero Ruzzene
Copywriter: Phoebe Joiner
Art Director: Mary Graham
Designer: Christopher Kamis
Senior Integrated Producer: Tanith Williamson
Production company: MOFA
Director: Bill Bleakley
Executive Producer: Llew Griffiths
Producer: Christine Tan
Post: ARC EDIT
Sound House: Mosaic Music & Sound
Media: UM
Senior Client Director: Mark Ryan
Senior Creative Connections Planner: Andrew Harris
Senior Planning Manager: Aidan O’Brien
Trader: Claudia Choueifate
Digital: Affinity
Dani Collins – Senior Strategist
Laura McClintock – Integrated Delivery Director
Lukass Strungs – Strategist
Experiential: Momentum Worldwide
Annie Rose – Account Manager
Marina Earp – Client Services Director
Rob Masterson – Creative Director
Customer Marketing: Home of PMG
Clive Blackstone- Creative Director
Jessica Brigstocke- Senior Account Director
John Mc Sherry – Account Director
Andre Fernandes- Digital Manager
Rik Dutta- Account Manager
Customer Marketing: DE
Paul Cameron – Director
Velco Dojcinovski – Business Director
William Pointon – Account Manager
PR: Maven PR
Sophie Muir – Founder/Director
Georgie Smith – Account Director
28 Comments
The editing and continuity in this is all over the shop.
I assumed it was a global ad that had been re-dubbed.
Unfortunately not.
Sound mix and bartender really missed the mark.
glad I’m not the only one questioning the “sound mix”…
Somebody wisely kept their name off this one.
THIS was the best idea.
Left for this?
and wish I wrote it.
The only execution that works is the long one under the bridge. The TV spot shouldn’t have been made. A campaign it ain’t.
Cheeeeeeeeeesy
Made me Ha.
You are gold.
The puuuuuuuuuuunters will lovvvvvvvvvvvvvvvvve it.
*Seething rage
oh my gawd! you had such a great idea. Such a neat way to execute it… should have owned it. More and more people should have joined in. And was ‘So Heineken?’ a client addition? Please let me know. I will forgive the agency for that if it’s so. Maybe.
Totally agree. Something went terribly wrong with that TVC.
That’s horrible. All over the shop. the idea should have just been beeeeeeeeeeeer.
There, I fixed it.
onomatobeer.
Criiiiinnnnnggggeeeeee.
Absolutely love this. Great humour, awesome acting. Cracking idea. Triple threat just in time for D&AD.
Why are simple things like screen direction and continuity completely lost now? What cameraperson signed off on this blocking? It makes zero sense…
The OOH hits hard. Brave and fun(ny).
And the TVC stubbed its toe and spat the dummy out.
to remove the credits on
1 – Open on a wider shot of the bar where the FI is established on the TV – but also setting up Heineken branding if client mandated etc.
2 – Cut to friends sitting down at table with the Barman established in the background. We hear the guy ask “What do ya’s want?”.
3 – Cut to the barman (who was in the BG earlier) as he starts his “Beeee..” as he pulls a beer.
4 – Cut to the friends glancing over their shoulders to the barman looking confused.
5 – Cut back to barman – elevating his “eeeeeeee” performance. (Maybe he turns slightly and makes uncomfortable eye contact with the group…)
6 – Then maybe cut in even closer to the Barmans face for one final awkward comedic beat. “….eeeeer”
7 – Finally cut back to the group as they turn to one another and ask nonchalantly ask “Heineken’s?”
8 – Then end on all the end frame palaver.
you should see the 30″
Wow this is really bottom of the barrel stuff. Oh wait it’s beer.
You can see why these so-called big agencies are going down the drain. Hate to think how much time and money went on something so mediocre.
Pull up! Pull up!