RAZR’s Post

How does The HEINEKEN Company systematize below-the-line creative excellence? Hear from Lalo Luna, Heineken’s Global Strategic Insight Leader, on how Heineken established and deployed standards for excellence, and how they use SellCheck, Inc. to help measure creative excellence.

How does The HEINEKEN Company systematize below-the-line creative excellence? Hear from Lalo Luna, Heineken’s Global Strategic Insight Leader, on how Heineken established and deployed standards for excellence, and how they use SellCheck, Inc. to help measure creative excellence.

I recently stumbled upon Heineken’s Boring Phone campaign — a clever take on how indispensable our phones have become in daily life. How often do we find ourselves at concerts or events, experiencing it through the small screens in our hands rather than being in the moment? 🌅 📲 As our entertainment and social habits evolve, Heineken offers a refreshing perspective on how technology impacts our ability to stay present. Their Boring Phone—a minimalist phone designed to do... well, not much— takes us back to basics. No notifications, no distractions—just pure, undivided attention for those around us. Our relationship with screens has become a double-edged sword. While they connect us, entertain us, and build communities, they also pull us away from the real-life moments right in front of us. Heineken’s campaign is a reminder of how valuable in-person interactions are—and how sometimes, the best connection doesn’t require Wi-Fi. As we move forward, finding a balance between digital and physical worlds will be essential. It’s exciting to see brands like The HEINEKEN Company encourage us to unplug, be present, and remember the simplicity of face-to-face connections. What are your thoughts on digital detoxing in today’s world?

The Coca-Cola Company 's "It's Magic When the World Comes Together" is a masterstroke in Olympic advertising. This campaign not only captures the spirit of unity but also reinforces Coca-Cola's global brand identity. 🥇 For agencies, there's a lot to unpack here: the power of emotional storytelling, the importance of cultural relevance, and the art of aligning brand values with a global event. Watch the ad here ⬇️ #CocaCola #Paris2024 #Olympics #Marketing #BrandBuilding #Advertising

What’s our top takeaway from Cannes Lions 2024? Challenger Thinking is essential. Brands pushed the boundaries, took risks and tapped into their funny bones to break through the sea of sameness and challenge the status quo. Read Sarah Tilley's Cannes Lions 2024 Wrap Up to see how Challenger Thinking was rife at this year’s festival. https://lnkd.in/eQZr9Aku #CannesLions2024 #ChallengerMindset

the best way to bridge political divides, make people consider different points of view, etc. - make them watch this ad. did it increase sales in the short term? probably. maybe not as much as a price promo though. should the price promo have been executed instead and the hassle of making this avoided?

Should the product always be the hero of their ad films? 🤔 This has been a recurring question during both the brief and creative concept evaluation stage. While there's a persistent debate to make the product the star of every ad, couple recent campaigns are proving otherwise. Take Heineken's International Beer Day spot, for instance. Creatively while the glass is the centre of each frame, the focus of the narrative is shifted from the beer to the joy of shared moments, thereby creating a truly resonant ad. It's a bold move that reminds us that the best part of enjoying a beer might not be the beer itself, but the connections it fosters.  This ad reminds me of the latest Coke ad, which also highlighted the importance of human connections over product consumption. By emphasising on the message that “there are more important things to hold on to”, the spot evoked strong emotional responses and created a lasting impression. Both the ads play back to back. In advertising, emotions drive action and campaigns that elicit an intense emotional response & rapid brand recognition, increase attention & build stronger memory structures significantly boosting ad recall. Thoughts? #advertising #branding #marketing #emotionalconnection #consumerinsights #Heineken #coke

🌟 Case Study: 7UP Upliftment Takeover at Marina Market Cork! 🌟 Challenge: OMD Ireland and Pepsico asked us to bring the uplifting spirit of 7UP to Cork, and we took on the challenge of creating memorable experiences for food lovers at the Marina Market. Our Solution: Rockshot led the charge by securing sponsorship, organizing, and executing 7UP branding throughout the busy food court. Here's what we did: 🎯 Negotiating Sponsorship – Partnered with 7UP, OMD Ireland, and Marina Market for a seamless, vibrant collaboration. 🎯 Brand Activation – Delivered an immersive 7UP Zero experience, showcasing its refreshing taste and low sugar content. Results: 🍋 Consumer Delight – Attendees loved 7UP Zero, choosing it over the original for its great taste and lower sugar. 🍋 Brand Awareness – Many were pleasantly surprised by the transition from 7UP Free to 7UP Zero, praising the change. Our collaboration brought smiles, boosted brand recognition, and left consumers uplifted by 7UP Zero in Cork! Read Now: https://lnkd.in/g5wSEgQu #BrandActivation #7UPZero #MarketingSuccess #RockshotMarketing #Pepsico #MarinaMarket #CorkEvents #OMDIreland #ConsumerDelight Read Now: https://lnkd.in/g5wSEgQu

For our next In-House Agency Leaders Club In-House Life online session on 3 September at 1pm we'll be speaking to Matthew Bull, Global Chief Creative Advisor to KraftHeinz and AB InBev. Here's what we'll be covering: *External vs in-house agencies How is the relationship between the two evolving? What does effective collaboration look like? Should internal agencies pitch against external ones? Is there a limit to the creative ambition of in-house teams? Should they be attempting to do it all? *Talent & culture What qualities do you look for in a creative leader for an in-house team? How is that different to a leader of an external agency? What are the advantages of being in-house for a creative director/ECD? Some people have called for in-house creative leaders to be in the C-suite as a CCO - can you see that happening? What advantage would it bring to a business? How important is it for in-house agencies to look, feel and behave differently from the rest of the company? Is there a danger that this creates too many barriers with colleagues and negates some of the advantages of being in-house? *The work If an in-house agency has the ambition to raise the standard of its creative work, where should it start? Talent? Relationships with stakeholders? Remit? What role do creative awards play for internal agencies? And we'll be taking questions from the audience too! Register via the link if you'd like to take part https://lnkd.in/eaqXRJYY

#Dooh-better… Here is a great example of just that. We took an existing asset of a creative, beautifully stylized with Cuban hazy notes and cool environments—a true classic for the brand. Give it to us, and we elevate it. We drive the attention to the message, a perfect example of adding ad-tech to your existing #campaign. We didn’t mess with it or change its narrative; we just got people looking at it. That’s ad-tech, and that simply is #3rock. #AdTech #dooh #DigitalMarketing #ProgrammaticAdvertising #3DAdvertising #AttentionEconomy #InnovationInAdvertising #MarketingInnovation #OOHAdvertising #CreativeTech #3rock #3rockar #3rockglobal #aradvertising #3Ddooh #webar #playdooh #advertising #ooh https://lnkd.in/eycBjRrZ