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ANDY Awards

Creative Award
New York, United States
Heineken - "Bar Experience" by ANDY Awards 2024

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TitleBar Experience
Agency
Campaign Bar Experience
Advertiser Heineken
Brand Heineken
Date of First Broadcast/Publication 2022 / 10
Business Sector Beers, Ciders, Lagers
Media Type Case Study
Length
Market Netherlands
AI Description The Heineken 'Bar Experience' advertisement highlights the employment challenges faced by the hospitality industry during the pandemic. Set against an urban backdrop, the ad showcases several cafes and bars, emphasizing empty tables and 'Now Hiring' signs. It underlines the struggle bar owners face in recruiting staff, pointing out over 100,000 employees left the industry. Featuring testimonials from young people, the ad captures their reluctance to view bar work as a viable career option. Heineken introduces a solution by valuing bar experience, offering certificates to include in resumes and encouraging young employees to see bar work as a career stepping stone. The narrative builds on community, career development, and the valuable skills learned in the bar, ending with a call for young individuals to join Heineken through a metaphorical 'backdoor' leading to opportunities. The visual style is modern and realistic, using footage of bar environments to reinforce its message of inclusion and opportunity.
Global Chief Creative Officer/CEO
Advertising Manager
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Executive Creative Director
Executive Creative Director
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Associate Creative Director
Associate Creative Director
Art Director
Art Director
Agency Producer
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