Heineken® launches a new global campaign, ‘The Night Is Young’, celebrating our ability to get out and safely socialise once more following the easing of lockdowns in many countries and the roll-out of COVID-19 vaccines.
As bars and clubs in some countries around the world reopen their doors and welcome people back to the dance floor, the hero film ‘The Night Is Young’ which was directed by award-winning filmmaker Ali Ali, shows us a night out on the town with a twist. Focused on a group of people going out to the club together and enjoying a social life, the film reveals that they are all in fact seniors – all vaccinated, able to travel and keen to restart the party.
Heineken®, as a follow up to its successful #SocialiseResponsibly platform, now wants to celebrate the return to a more social life, and the chance to share good times in person again. It also sounds like a note of caution, with research by Morning Consult (March 2021) showing higher vaccine hesitancy among Gen Z and Millennial adults. Around one in four people between 18-34 say they will not get vaccinated this summer.
With 34% of Gen Z adults planning to ‘wait and see’, there are many people likely to miss out on the chance to safely socialise and mingle with friends this summer. ‘The Night is Young’ shows seniors enjoying this carefree fun and encourages Gen Z to get their vaccinations as well.
Heineken® believes vaccinations are the fastest way for everyone to enjoy a safe and social summer, especially young people. This campaign aims to remind them of what they are missing, while their grandparents are already able to dance the night away.
The creative showcases a cast of vaccinated seniors enjoying a carefree night out, highlighting how meaningful it is for everyone to get out and socialise again after the lockdown. The campaign was produced by Good People and shot under strict regulations respecting the current restrictions in Athens, Greece, with Heineken® and Publicis Italy/ Le Pub providing remote input through video conferencing. The accompanying music was mixed by Sizzer Amsterdam.
‘The Night Is Young’ is the first campaign of Heineken®’s #FreshBeginnings platform focused on celebrating the opportunity people have to get out once more and enjoy those social moments we previously took for granted.
CREDITS
Heineken
Sr. Director Global Heineken® Brand: Bram Westenbrink
Director Communication Global Heineken Brand: Daniela Iebba
Director Global Digital Heineken®: Rob van Griensven
Global Communications Manager Heineken® Brand Global Commerce: Guilherme De Marchi Retz
Global Digital Production Manager Heineken® | Global Commerce: Bram Reukers
Publicis Italy / Le Pub
Global CCO Publicis WW: Bruno Bertelli
CCO: Cristiana Boccassini
Global Executive Creative Directors: Mihnea Gheorghiu, Milos Obradovic, Andrey Tyukavkin
Global Creative Director: Eoin Sherry
Art Director Supervisor: Marie Poumeyrol
Senior Art Director: Alex Eftimie
Senior Copywriter: Ruxandra Drilea
Art Director: Joao Araujo, Luca Villa
Global Strategy Director: Daniel Vargas Gomez, James Moore
Head TV Production: Francesca Zazzera
Producer: Beatrice Pepe
General Manager Le Pub Amsterdam and Global Client Service Director Heineken: Eleni Charakleia
Group Account Director: Ilaria Castiglioni
Account Manager: Marta Wereszczynska
Senior Social Media Manager: Carola Bracci
Production
Production Company: Good People
Director (&photographer): Ali Ali
Producer: Sarah Touma
Editor: Fabrizio Squeo,
Social Assets Editor: Claudio Roveda
Post-Production Company: Prodigious
Music: Sizzer Amsterdam
Post Production
Photo editing: Delia Chiriaco, Marco Astegiano / Prodigious
