Birra Moretti
Awareness Campaign
Heineken Italia wanted a below-the-line campaign to promote awareness of Italy's most recognised, prestigious and best-selling beer in the UK.
The pitch-winning concept used its own name to define the brand truth and help create its own space in the market.
The name itself helped define its place in the market.
The original execution was based on contemporary heritage.
Additional executions of the concept were investigated.
© Neil Thomas
