Associate products with emotions, good times or areas are somewhat difficult. It is something like "Holy Grail" of advertising because if you get it, your audience will remember your mark in these good times and therefore should consume your product.

This print made by JWT in Italy is an example of how these efforts both, music and pizza, the key moments in the consumption of beer. I must say that from my point of view do not think as much and do not find them particularly creative. The copy "made to entertain" is not something that I liked.

In my opinion, Heineken beer is one that makes good publicity both above the line and below the line are consistent and have an excellent brand structure when applied in the mass media and in street executions. These forms are no exception in constitution but creativity is not my favorite. Advertising Agency: JWT, Milan, Italy / Executive Creative Director: Pietro Maestri / Creative Directors: Bruno Bertelli, Cristiana Boccassini / Art Director: Massimiliano Traschitti / Copywriter: Salvatore Li Vecchi / Photographer: Fulvio Bonavia

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