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The Billboard Bar

Publicis Brazil
Heineken was about to launch its new zero-alcohol beer in Brazil. They were looking for a way to distribute beers in the middle of the pandemics without making it ordinary or an event, with a highly PR potential.
There are moments you simply can’t enjoy a beer. When driving, for example. Heineken itself created thousands of billboards to get people to not drink and drive. So, to launch Heineken 0.0 in Brazil, they created a billboard that did the exact opposite.
We installed a bar inside a roadside billboard in one of the busiest highways in Brazil’s most touristic city: Rio de Janeiro. Two bartenders served more than 10,000 beers 4 days in a row, to thousands of drivers, some of them influencers with millions of followers.

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