Heineken USA & National Ad Agency TrackyLocke commissioned Frenchy to produce this year’s creative for the 2017 Mardi Gras marketing campaign.
The Concept
New Orleans is home to one of the richest and most diverse cultural communities in the world. It’s a refuge of food, music, art and cultural spirit, which give the city a powerful sense of identity and Heineken wanted to be a part of that experience. To do so, they needed to integrate the brand in an authentic and credible way. Heineken isn’t the type brand that just slaps huge logos all over the city begging for attention. They wanted to be part of the city and on the streets of NOLA. They wanted to be a part of the excitement of Mardi Gras and the true cultural experience it brings to the city. They wanted to do it in a way that proves they truly understand the culture and deserve to be there.
Execution
With the help of Frenchy, Heineken and TraceyLocke were able to do just that. Utilizing the parade as the main subject matter it allowed Frenchy to use his creative mastery to incorporate everything from authentic Mardi Gras masks and beads, to musical instruments, local architecture, and of course parade floats.
Frenchy hit a home run on this one.