Michele Mortara
Director at Terminal Italia, Bologna
Milano, Italy
TitleOn the Couch
Title (original language)Sul divano
Campaign On the Couch
Advertiser Heineken
Brand Birra Moretti Zero
Business Sector Non-Alcoholic
Tagline 0% Alcohol, 100% beer
Story Originally it was a viral ad for HEINEKEN ITALIA, but it was so successful on the web that we have turned it in a TV commercial too. It will be featured in international television programs, such as "The World's Funniest Commercials" in the USA, and on the BBC's "Commercial Breakdown".
Philosophy Thanks to the use of non traditional media it was possible to really push the key benefit of the product (no alcohol)
in a provocative way, uncommon to this sector.
Media Type Television
Market Italy
Account Director
Marketing Director (Client)
Account Executive
brand manager (client)
Production Company Producer
Creative Director
group brand manager (client)


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