In Rio de Janeiro, Heineken's solar panel billboard cools beer in the bar below

On a wall above a bar in Rio de Janeiro, a Heineken billboard proclaims that it's cooling your beer — "Este outdoor está gelando sua Heineken. Cheers." A closer look at the billboard reveals that this isn't a regular billboard but one made of solar panels connected to a Brewteco bar below. 

The out-of-home campaign is part of a comprehensive strategy by the Dutch beer brand. Heineken Green Energy was launched in Brazil in October 2021 to help 50% of its points of sale switch to renewable energy by 2030. That's in addition to production and bottling of Heineken Group beers in Brazil being powered by 100% renewable energy by 2023.

The beer-cooling billboard was developed by Le Pub Brazil, a bespoke client/agency partnership between Publicis Groupe and Heineken.

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With rising energy costs on everyone's mind, Heineken is calling attention to the possibilities of renewables while providing some very concrete kilowatts to a bar that has its brew on tap. 

Instead of just words, how can your brand embed environmentally responsible actions into its advertising? Like Heineken, make sure any campaign is part of a broader push towards sustainability, not a one-off attempt at seeming green ;-)

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