為了慶祝品牌誕生150周年，荷蘭啤酒品牌喜力發布一支廣告片。廣告片不僅展現了世界各地的消費者品飲喜力的氛圍，還體現世界各地出售喜力的不同方式。而且，更令人意外的是，這支品牌廣告片里集合了來自世界各地的消費者，在購買或分享喜力啤酒時鬧的烏龍，從喜力發展歷史的回答錯誤，到喜力的英文拼寫錯誤，尷尬氣息呼之欲出。
喜力沒有在廣告里講究正確的品牌認識，而是通過收集大眾對喜力的認識錯誤，以輕松幽默的方式表達消費者與產品之間的愉悅氛圍，進而在消費者心中留下深刻印象，
項目信息
品牌/廣告主
Heineken 喜力啤酒
營銷機構
參與者
獎項榮譽
2025
CLIO Awards
Direct | Experience/Activation
Bronze
2025
CLIO Awards
Integrated | Integrated
Silver
2025
CLIO Awards
Creative Strategy | Creative Strategy
Grand
2025
CLIO Awards
Creative Commerce | Acquisition & Retention
Silver
2025
CLIO Awards
Experience/Activation | ?Other
Bronze
2024
Cannes Lions
DIRECT | Excellence in Direct | Personalised Campaigns
Silver
2024
Cannes Lions
DIRECT | Culture & Context | Social Behaviour & Cultural Insight
Gold
2024
Cannes Lions
CREATIVE STRATEGY | Challenges & Breakthroughs | Multi-Market Strategy
Bronze
2024
LIA
Integration | Direct Marketing
Bronze
2024
LIA
Non-Traditional | Beverages
Bronze
2024
LIA
Ambient & Activation | Direct Marketing - Consumer
Silver
2024
LIA
Creative Strategy | CPG/FMCG
Gold
2024
LIA
Ambient & Activation | Beverages
Bronze
2024
LIA
Integration | Beverages
Bronze
2024
The One Show
Direct Marketing | Integrated / Omnichannel Campaign
Gold Pencil
2024
The One Show
Best of Direct Marketing
Best of Discipline
2024
The One Show
Integrated / Omnichannel | Integrated / Omnichannel Campaign
Bronze Pencil
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