6th Edition
Welcome to the AHA! Newsletter, where we dive into standout campaigns from across Publicis Groupe, showcasing the creativity and insight that power our work. Each issue offers a window into the brilliant ideas and talent within our global network, delivering those moments when everything clicks—the AHA! moments that spark fresh inspiration and new possibilities.
Hidden Message
- Agency: Le Pub, Amsterdam
- Client: Heineken
HEINEKEN is on a mission to get fans to put their phones down and truly soak in the moment at music events. Teaming up with Silver Live Out Festival in Mexico and Amsterdam Dance Event in the Netherlands, they set up cool technology that sends a hidden message using infrared lighting.
The message is invisible to the naked eye but pops up when people hold their phones up to film, encouraging them to keep the experience in their memories instead. Plus, Heineken rolled out a "Boring mode" app to help reduce distractions from smartphones, making it easier to stay in the moment.
This clever campaign mixes tech with a heartfelt reminder to savour life as it happens, instead of just capturing it on camera.
Meow-A-Thon
- Agency: Leo Burnett Toronto
- Client: Meow Mix
MEOW MIX’s US campaign “Meow-A-Thon” turns its iconic jingle into an endurance challenge, inviting fans to listen for 12 hours straight.
By embracing the jingle’s absurdly catchy nature, the campaign leans into playful self-awareness, transforming potential annoyance into an interactive brand experience.
With 19 unlockable rewards, it turns passive listening into active engagement, reinforcing brand love through humour, nostalgia, and a test of dedication only true cat lovers would take on.
Arigato
- Agency: Publicis Groupe, Paris
- Client: LU
LU’s France campaign “Arigato” tells a heartfelt story of distance, family, and the small comforts that bridge the gap.
By following a French expat navigating life in Tokyo, the film captures the mix of struggle and nostalgia that comes with being far from home. A simple pack of biscuits becomes more than a snack—it’s a symbol of connection, subtly reinforcing LU as a comforting taste of home.
With humour and emotional depth, the campaign makes the brand feel personal and universal at once.
Avant Garde Spirit
- Agency: Publicis Conseil, Paris
- Client: Renault
RENAULT France links the Renault 5 E-Tech 100% electric to the nation’s deep-rooted spirit of revolution—social, cultural, and technological.
The film reimagines key moments in French history, showing how music, cinema, and fashion have always been catalysts for change. A reworked Daft Punk track amplifies this sense of evolution, positioning the Renault 5 not just as an electric car, but as the next chapter in France’s revolutionary legacy.
By aligning innovation with national identity, the campaign transforms switching to electric into more than a choice—it’s a natural continuation of what it means to be French.