Heineken

For several years, I helped shape creative work for one of the world's most iconic beer brands in key markets as Brazil and France. From social activations and global campaigns to packaging and retail experiences, the challenge was always the same: express Heineken's distinctive point of view while adapting it to different cultures, audiences, and formats. Three projects below show how that relationship turned cultural tension into audience engagement, and constraint into creative opportunity.

The Cliché

Football advertising has long relied on the same stereotypes. This campaign challenged one of the most persistent: the assumption that women are less interested in the game than men. Built around an unexpected reveal during the UEFA Champions League, the idea became Heineken's world’s most viewed, liked, and commented social activation at the time, generating conversation far beyond football.

I led the creative concept and oversaw execution from script to final cut, working with the production team to land the reveal with precision.

Young man smiling at woman in a dimly lit restaurant, with a Heineken beer bottle on the table.
Three men walking together, smiling, in front of a green background with people clapping and taking photos.
Crowd of people cheering and clapping at a large stadium during a sports event or concert.
Three men sitting on a green bench watching a sports game, with two reacting with surprise and one covering his face.

Full Video: a 3-minute film that went viral and ended up on TV.

ADWEEK logo with the headline 'Heinken tackles a pervasive gender stereotype head-on' on a black background.
Text in a black and white graphic that reads, "Heineken uses its axis about sharing, friendship and unexpectancy."
Text on a black background reads: 'In only 18 hours, over 4 million views and a flurry of comments with praise.' Logo at the top says: 'globo.com'.
The logo of The Economic Times with an article headline: 'Heineken's latest stunt breaks a big football stereotype.'

Created with Henrique Mattos, Pedro Lazera, Cícero Souza, Mariana Albuquerque, Samuel Normando, Guto Kono, Xã Vilela, Hugo Rodrigues, Dario Gargiulo and Bruno Bertelli.

Heroes of the night

Most nightlife campaigns celebrate the loudest people in the room. This one celebrated the opposite. Heroes of the Night paid tribute to those who enjoy the night responsibly and help everyone get home safely, reinforcing Heineken's commitment to moderation while staying true to the brand's optimistic, cool, and social tone.

Until this campaign, every Heineken film on Brazilian television came from the global content pool, since global leadership didn’t believe local teams could meet the brand's craft standard. Heroes of the Night was the first Heineken TV campaign produced in Brazil and approved by global, a turning point that opened more doors and ambitions for the local brand team.

Various scenes of a city nightlife, including skyscrapers, people dancing and socializing in a nightclub, a DJ mixing music, women on a rooftop, a couple at sunset overlooking the city, smiling women enjoying a party, and friends at a bar.

Film Voiceover:

They're among us.
Men and women who come alive from sunset to sunrise.
Under black and neon lights, they anonymously save the party.

They own the dance floor while others stumble around.
They rise while others fall.
They talk while others keep quiet.

They defy the limits of dancing.
But respect the limits of drinking.
They know when it's time to act,
and remember the night proudly the morning after.

They do exist. Those who drink moderately.
Heroes of the Night.

Are you one of them?

Created with Samuel Normando, Guto Kono, Sandro Rosa and Hugo Rodrigues.

Limited Edition

French alcohol advertising regulations leave little room for traditional storytelling.
So for the World Cup, we turned the constraint itself into the idea: Heineken partnered with international artists to transform limited-edition bottles, representing 12 countries, into a celebration of cultural diversity.

The line "Le brassage est une richesse" plays on a double meaning in French, brewing and cultural blending, turning the brand's craft process into a metaphor for diversity itself. The project turned packaging into a communication platform while reinforcing the brand's global perspective.

I led the creative direction of the campaign's digital and out-of-home rollout across France, including major transit and outdoor placements.

Heineken limited edition beer bottles featuring Iceland, Japan, Cameroon, and France flags on green bottles with bubbles and colorful decorations, with French text promoting the richness of brewing craftsmanship and a health warning against alcohol abuse.
Three green Heineken beer bottles with limited edition labels representing Kenya, Brazil, and Belgium, with a green background and colorful bokeh effects.
Billboard advertising Heineken beers with flags of Kenya, Vietnam, Spain, Brazil, and France on the bottles, with the slogan 'Le brassage est une richesse' and a note about responsible drinking.
A poster advertising Heineken beer featuring bottles labeled with the names of France, Cameroon, and Japan, with slogans in French about brewing being a wealth and a limited edition notice, and a red star logo.
Billboard advertising Heineken beer with bottles and regional tags for India, Japan, Cameroon, and France, situated at Place d’Italie metro station in Paris, France.
Advertisement poster for Heineken beer featuring bottles from various countries, including France, Peru, Vietnam, Spain, and Brazil, with colorful graphics and the slogan 'Le brassage est une richesse.'
Billboard advertisement for Heineken beer with bottles from different countries and a French slogan 'Le brassage est une richesse', meaning 'Brewing is a wealth.' The billboard is outdoors at night near a street with vehicles.