On 5 and 6 September Heineken leveraged its rights as the official beer of Formula 1 by bringing together lockdown balcony musicians from across Italy for a unique performance to start the Gran Premio Heineken d’Italia 2020.
For the Monza race, Heineken united the musicians to perform the Italian national anthem as part of the beer brand’s #SocialiseResponsibly campaign.
The musicians, whose balcony, window and rooftop performances went viral during the country’s strict lockdown, were brought to Monza as a reward for their morale-boosting community actions during the pandemic.
The group, which included trumpeter Raffaele Kohler, violinist Stefano Camilli and tenor Maurizio Marchini (who became aa social media sensation for his rendition of Nessun Dorma from his balcony in Florence), performed the Italian national anthem (Fratelli d’Italia) and were surprised by Ferrari driver Charles Leclerc who interrupted the performers’ rehearsal.
Comment:
This initiative adds to the beer brand’s increasingly impressive F1 activation heritage which has been boosted during the pandemic with initiatives ranging from its season opening virtual Live DJ Set with Oliver Heldens
to its ‘Drive-In Experience’ for health workers in the UK (see case study).
It also has echoes of pasta brand Barilla’s recent initiative with Roger Federer rewarding Italy’s social media lockdown rooftop tennis sensations Vittoria Oliveri and Carola Pessina with a surprise stunt visit (see case study).
Links:
Heineken
https://www.facebook.com/HeinekenUK
https://www.instagram.com/Heineken/
https://www.youtube.com/user/heineken
Publicis Italy
F1
https://www.facebook.com/Formula1/
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