‘The Sub’ is the futuristic draught machine designed by Marc Newson to master the game of successful hosting. Even before its launch, it emerged like the hottest design icon, but its playfulness was yet to be showed. To prove it, we launched ‘The Sub’ in the city of design, Milan, precisely in its most important showcase: The Design Week. There, triggering the curiosity of people, we placed ‘The Sub’ in a design living room like so many others. People daring to pull its lever were first architects of the transformation of the living room into the biggest pinball ever and then players of fierce games. At the end of every game a super appeared on the pinball’s screen saying ‘The Sub has emerged. Play it at home.’
Creative Credits:
Title name: The Sub Living Room
Media: ambient/outdoor/live experience
Azienda: Heineken Italia
Agency: Publicis Italia
Creative Directors: Bruno Bertelli, Cristiana Boccassini
Creative Supervisors: Michele Picci, Marco Viganò
Art Director: Alessandro Candito
Copywriter: Paolo Bartalucci
Marketing Director: Floris Cobelens
Group Brand Manager: Cristina Gusmini
Senior Brand Manager: Daniela Gorni
Events Manager: Giovanni Natalini
Account Director: Simona Coletta
Account Executive: Maria Elena Gaglianese
Agency Producers: Silvia Cattaneo, Luana Strafile
Cdp: Dooley Productions
Design Studio: Giò Forma