Heineken reinforces partnership with Formula 1 with new campaign ahead of Australian Grand Prix
Ahead of the Formula 1 Australian Grand Prix in Melbourne this weekend, long-time partner of the sport, Heineken, has launched a new campaign via Saatchi & Saatchi Australia.
‘Sounds Like Good Times With F1’ pays homage to the sport’s distinctive “roars” and Heineken’s history of pairing nicely with noise. It reinforces the beer’s association with the sport, using linguistic devices.
“We’re thrilled to celebrate another year of our partnership with the F1 by launching a local campaign that aims to celebrate the sounds of good times at the F1,” said Dino Bozzone, country manager at Heineken.
“Sound is such a critical part of the immersive experience at the Formula 1. Without the sounds of the engines roaring, crowds cheering and bars buzzing, this event wouldn’t be the one we all know and love. We look forward to seeing fans come together & celebrate the good times with their mates over this weekend, with a Heineken or Heineken 0.0 in hand at the F1.”
Along with the spot and OOH assets, the campaign has launched on Spotify with an immersive ‘sounds of F1 and Heineken’ experience, as well as a social campaign offering tickets to the sold-out show this weekend.
Carlo Mazzarella, creative director at Saatchi & Saatchi Australia, added: “Being from Melbourne, it’s hard not to notice the sounds of the F1 when March arrives.
“So our aim was simple: to create a campaign that makes Heineken synonymous with the sounds of the F1 in a fun and engaging way.”
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Credits:
Client: Heineken
Country manager: Dino Bozzone
Brand manager: Ben Fisher
Connections planner: Lawrence Beatt
Marketing manager: Helen Griffiths
Media manager: Carol Kearney
Head of media: Clare Tsubono
Customer marketing manager: Kaitlyn Hargans
Customer marketing manager: Therese Watts
Activation executive: Lauren Barbato
Activation executive: Alexandra Thoma
Customer activation manager: Raphael Chagas
Customer activation manager: Alice Theodosi
Creative agency: Saatchi & Saatchi Australia
Managing director: Toby Aldred
Group account director: Ben Frost
Account director: Tim Marshall
Senior planner: Adelaide Day-Collett
Chief creative officers: Mandie Van Der Merwe & Avish Gordhan
Creative director: Carlo Mazzarella
Creative director: Piero Ruzzene
Copywriter: Phoebe Joiner
Art director: Mary Graham
Designer: Christopher Kamis
Senior integrated producer: Tanith Williamson
Media: UM
Senior client director: Mark Ryan
Senior creative connections planner: Andrew Harris
Senior planning manager: Aidan O’Brien
Trader: Claudia Choueifate
Digital: Affinity
Dani Collins – Senior strategist
Laura McClintock – Integrated delivery director
Lukass Strungs – Strategist
Experiential: Momentum Worldwide
Annie Rose – Account manager
Marina Earp – Client services director
Rob Masterson – Creative director
Customer marketing: Home of PMG
Clive Blackstone- Creative director
Jessica Brigstocke- Senior account director
John Mc Sherry – Account director
Andre Fernandes- Digital manager
Rik Dutta- Account manager
Customer marketing: DE
Paul Cameron – Director
Velco Dojcinovski – Business director
William Pointon – Account manager
PR: Maven PR
Sophie Muir – Founder/director
Georgie Smith – Account director
Video asset
Production company: MOFA
Director: Bill Bleakley
Executive producer: Llew Griffiths
Producer: Christine Tan
Post: ARC
Sound house: Mosaic Music & Sound
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Australia GP
Australian Grand Prix
Carlo Mazzarella
Dino Bozzone
F1
Formula 1
Formula 1 Australian Grand Prix
Heineken
Saatchi & Saatchi Australia
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