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Heineken Celebrates Unique Role of Irish Pub With Roll Out of Virtual Pub Museums

Heineken Ireland is celebrating the unique social and cultural role that the Irish pub plays in Irish society with the creation of Virtual Pub Museums across Ireland.

The campaign involved a collaboration between Heineken Ireland, Heineken International, Publicis Dublin, Le Pub- the dedicated Heineken unit within Publicis Groupe- with publicity and event execution handled by Thinkhouse.

The campaign will see three well known Irish pubs roll out their own virtual museum. Powered by Snapchat Lens and the WebAr platform 8thWall, patrons of each pub can scan a QR code that unlocks a range of historical facts and stories about each pub in an innovative virtual environment.

Pictured: Mark Noble, Marketing Director Heineken Ireland and Rachel Crowley, senior brand manager, Heineken Ireland.

The first pub to unveil its own virtual pub is Toners Pub on Baggot Street in Dublin followed by the oldest pub in the world – Sean’s Bar in Athlone. This will then be followed up Mother Mac’s in Limerick. As part of the initiative, Heineken is also exploring how these pubs can apply for official Museum accreditation via The Heritage Council in a bid to have them formally recognised as museums. This would offer more opportunities and resources for Irish pubs. By supporting pubs in a bid to become an official museum, Heineken says it is aiming to preserve pub culture and the future of socialising. The Pub Museum campaign also complements the Vintners’ Federation of Ireland bid for UNESCO to formally recognise traditional pubs as “key elements of Ireland’s intangible cultural heritage, highlighting the pub’s role in social interaction, music, storytelling and as custodians of local traditions and history.”

“This year and beyond, Heineken Ireland is doubling down on our commitment to the pub trade. As loyal partners to pubs across the country, we’re thrilled to launch our Pub Museums initiative. It’s not just about celebrating the past; it’s about reminding everyone how Irish pubs are woven into the very fabric of our society. Utilising the best tech development and pubs already steeped in history, the idea came to life, and along with our agency partners, we are delighted to be the first market to bring this concept to life,” says Rachel Crawley, senior brand manager, Heineken Ireland.


Sr. Director Global Heineken Brand: Nabil Nasser
Heineken Global Communication Director: Daniela Iebba
Heineken Global Digital Director: Rob van Griensven
Heineken Brand Global PR Lead: Jonathan O’Lone
Heineken Global Communication Manager: Alexander Drake
Heineken Global Digital Manager: Bob Van Iersel
Heineken Ireland Marketing Director: Fiona Curtin
Heineken Ireland Marketing Manager: Mark Noble
Heineken Ireland Senior Brand Manager: Rachael Crawley

Global CEO Global, CCO Publicis Worldwide: Bruno Bertelli
Global CCO: Cristiana Boccassini
Global Executive Creative Director: Eoin Sherry
Global Creative Director: Jack Christensen
Creative Director: Stefano Zanoni
Associate Creative Director: Roberto Ardigò
Art Director: Flavia Conti
Copywriter: Cristiana Candido
Global Client Service Director: Shirine Aoun
Group Account Director: Ilaria Castiglioni
Account Director: Gonzalo Gutiérrez Gauna
Global Head of PR & Communications: Isabella Cecconi
Global PR Manager: Eleonora Botta
Global Head of Creative Technology: Mauro Mazzei
Head of Digital Production: Vittorio Cafiero
Digital Designer: Serena Murgia
Digital Designer: Federica Muscillo

Publicis Dublin
Board Creative Director: Ger Roe
Creative Director: Peter Dobbyn
Group Account Director: Ruth McCormack
Senior Agency Producer: Rachel Murray
Technical Lead: Cian Mcintyre
Studio Lead: Hannah MyGlynn
Production Assistant: Jordan Dempsey
Print Production: Gavin Kenny
Business Director: Sinead Dennis

Founder and Head of Creative Innovation: Jane McDaid
Group Account Director, PR & Advocacy: Laura Wall
Account Manager, PR & Advocacy: Lucy Carroll
Account Executive, PR & Advocacy: Niamh Hoy

Lens That – XR Creative Studio

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