PUB MUSEUMS
HEINEKEN

The Irish pub is a cultural institution, famous the world over. These historical buildings have been serving their communities for centuries. Sadly now, some of the oldest pubs in the world found in Ireland are closing. Running costs, higher taxes and inflation mean that a quarter of Irish pubs have shut, an average of 150 each year.

Heineken's brand mission is to help people enjoy a richer social life. The closure of many historical Irish pubs in Ireland represented a barrier to people enjoying social life in these rich and historical places.

At the same time, The Irish Heritage Council offers protected status, tax support and other financial benefits to places of historical significance that are open to the public, such as museums. So, Heineken turned historic Irish pubs into virtual museums, enabling their rich past to protect their future.

AWARDS

Cannes Lions 2024:

Outdoor: Gold Lion

Direct: Gold Lion

Brand Experience and Activation: Gold Lion

Creative B2B: Gold Lion

PR: Silver Lion

Brand Experience and Activation: Silver Lion

Audio & Radio: Silver Lion

Outdoor: Silver Lion

10 x Shortlists, including Titanium Shortlist.