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Outdoor
Heineken

‘The Sub’ is the futuristic draught machine designed by Marc Newson to master the game of successful hosting. Even before its launch, it emerged like the hottest design icon, but its playfulness was yet to be showed. To prove it, we launched ‘The Sub’ in the city of design, Milan, precisely in its most important showcase: The Design Week. There, triggering the curiosity of people, we placed ‘The Sub’ in a design living room like so many others. People daring to pull its lever were first architects of the transformation of the living room into the biggest pinball ever and then players of fierce games. At the end of every game a super appeared on the pinball’s screen saying ‘The Sub has emerged. Play it at home.’

Advertising Agency:Publicis, Milan, Italy
Executive Creative Director:Bruno Bertelli, Cristiana Boccassini
Creative Supervisor:Michele Picci, Marco Viganò
Art Director:Alessandro Candito
Copywriter:Paolo Bartalucci
Direttore Marketing:Floris Cobelens
Group Brand Manager:Cristina Gusmini
Senior Brand Manager Heineken:Daniela Gorni
Events Manager:Giovanni Natalini
Account Director:Simona Coletta
Producer:Silvia Cattaneo
Cdp:Dooley Productions
Design Studio:Giò Forma