Ireland’s First Immortal Commendation Awarded to Heineken’s ‘Pub Museums'

Heineken’s ‘Pub Museums’ has earned Ireland its first win in the Immortal Awards, receiving a Commendation at Little Black Book’s global advertising awards.

Developed and delivered by Publicis Dublin, LePub, and Thinkhouse to celebrate and protect some of Ireland’s most historic pubs, including the oldest pub in the world, the campaign utilised the latest technology to transform these establishments into museums.

The initiative captivated the Immortal Awards jurors at the Ireland, Europe, and Global judging stages. As Eduardo 'Duda' Salles, global creative director for Unilever at MullenLowe, told LBB after the Europe regional jury, it was the problem-solving nature of the project that earned it a place in the global round of judging. 

"Normally as creatives we love creative executions, but I believe the relevance of this campaign is because it solves a business challenge,” he said. 

“For me the strategy behind it is also creative. That is about repositioning the whole industry of bars, the way you see bars. You can look at bars and maybe imagine that it's for people that like to get drunk. Then you look at it as something that is preserving historical information. I think this is game changing. This is amazing, what they did. And that's why, probably, this idea will live for a while because they will keep doing that. So it was not just a hack. I think it was super relevant."