Heineken creates festive campaign around ‘Holiday Troubles’

The festive season across the APAC region is the focus of a new Heineken campaign ‘Holiday Troubles’ created by Publicis Singapore.

Instead of the more schmaltzy, sentimental aspects of festive celebration, the campaign  opts to focus on the numerous mishaps and glitches that invariably occur.

The campaign was not just the product of whimsy, but consumer interviews across the region. A recurring theme was that while people always strive for perfection through festivals, things do not go according to plan.

The integrated campaign is slated to run across 15 markets through the first quarter, including China and Vietnam. It will be mobile-first, but include TV, outdoor and retail activation.

Apart from 30 second edits, the campaign will be broken into six second videos and GIFs.

Heineken APAC’s brand development and communication director Maud Meijboom said: “Until now, Heineken hasn’t built a through the line campaign around this festive period. Especially in Asia Pacific, the demand from the countries in the region for relevant content was high.

“Exploring local insights together with the markets revealed a surprising fact: No matter how different cultures are, each one shares the same desire to make festive celebrations perfect. Inevitably, however, things go wrong. Heineken’s role is to offer a fresh perspective: why not enjoy these troubles as part of tradition?”

Publicis Communications APAC chief strategy officer Ed Booty added: “With the many diverse festivals and rituals across so many markets, creating one ‘festive’ campaign is challenging. Thankfully, mishaps happen in every culture; they’re the oldest tradition of all. Dispelling the myth of perfection and bringing a bit of levity to proceedings is the perfect role for Heineken.”


Brand: Heineken

Senior director global Heineken brand: Gianluca Di Tondo

Heineken brand development and communication director Asia Pacific: Maud Meijboom – van Wel

Heineken communication manager: Eunjung Oh

Agency: Publicis Singapore

Global chief creative officer: Bruno Bertelli

Global executive creative directors: Marco Venturelli, Luca Cinquepalmi

Executive creative director: Axel Grimald

Associate creative director: Ivan Loos

Associate creative director: Henrique Zirpoli

Associate creative director: Macky Mina

Chief strategic officer APAC: Ed Booty

Planning director: Noa Dekel

Executive vice president: Donatien Souriau

Senior account director: Matthieu Morteau

Senior account executive: Kinzah Iqbal

Agency producer: Lillian Chan

Production company: The Royal Budapest

Director: Justin Reardon

DOP: Glynn Speeckaert

Editor: Michael Houlahan

Post production: Prodigious Singapore


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