Heineken’s Pub Museums Wins Big at 2024 Cannes Lions

Heineken’s ‘Pub Museums’ initiative has achieved some of the highest accolades at the 2024 Cannes Lions Festival of Creativity in France this June with multiple awards over multiple categories. 

Pub Museums was an initiative to celebrate and protect some of Ireland’s most historic pubs, including the oldest pub in the world; using the latest technology to transform them into museums.  The initiative captured the imagination of the Jurors achieving multiple awards across multiple categories throughout the week at Cannes.

The initiative was developed and delivered by Publicis Dublin, LePub Milan and Thinkhouse.

Fiona Curtin, marketing director, Heineken Ireland, said, “Pub Museums stands as yet another example of Heineken Ireland’s support to pubs in Ireland, embodying the innovative spirit of the Heineken brand. The hugely positive reaction by both publicans and consumers fills us with immense pride across our business. The Heineken Ireland team partnered with our Heineken Global team, Publicis Dublin, Le Pub and Thinkhouse to deliver this initiative to support the Trade, and I’m delighted that the collective efforts have been recognised in such a significant way 

The 2024 Cannes Lion Festival of Creativity awards achieved so far include:

• Four x GOLDS (Outdoor, Creative B2B, Direct, Brand Experience and Activation); 
• Four SILVERS – (Outdoor, Radio and Audio, Brand Experience and Activation, PR). 
• The campaign is also shortlisted for a Titanium Award – to be announced on Friday evening.

Ger Roe, board creative director, Publicis Dublin said, “What we loved about this initiative was the celebration of the iconic Irish pub. Historic Irish pubs are unique in character, unlike anything around the world, steeped in history with beautiful collections of artefacts of cultural, social and inter-generational significance. Some of the stories that unfolded in the process are incredible. Heineken always champions enriching social life, so this is a perfect fit. The power of an idea like this is not only a record of social history but it’s also designed to celebrate iconic bars in Ireland. This is true to what Heineken does. These kind of ideas are not possible without ambitious clients and a huge amount of commitment and collaboration from the wider team at Le Pub and Thinkhouse Dublin.” 

Check out Pub Museums at Sean’s Bar (Athlone), Toners (Dublin) and Mother Macs (Limerick).