- Agency: LePub
- Client: Heineken 0.0
- Category: Video Design — Commercial
- Location: Milan, Italy
- Project Brief: Create a commercial that transforms nostalgic tennis memorabilia into an engaging brand campaign through emotional storytelling and clear, action-driven messaging.
A commercial for a giveaway can list the rules or make you feel the memory first. Heineken 0.0's "Second Serve Tickets" does the second, blending archival Serena Williams footage with animation pulled straight from past US Open ticket artwork.
The design bridges two eras on purpose. LePub NY runs real match footage into painted, illustrated scenes styled after the tournament's own historic tickets, so the past and the present sit in one continuous visual language.
That craft ties directly to the mechanic. The spot asks fans to reactivate an old stub from any of Williams' past US Opens, so building the whole look out of ticket art makes the keepsake the hero rather than the beer.
The illustrated hand-off between two Heineken 0.0 bottles carries the "Fans Have More Friends" theme without a hard sell. The campaign extends into collectible cans modeled on her six championship tickets, giving the film, the promotion, and the retail product one cohesive design thread built on nostalgia.
