In Spain, neighbourhood bars are far more than places to eat and drink.
They are cultural institutions where communities gather, friendships are built, and local traditions are preserved. Yet despite their importance, many independent bars face growing pressure from rising operating costs, changing consumer habits, remote work, and increased competition from larger hospitality businesses. As these challenges threaten a vital part of Spanish social life, Heineken identified an opportunity to celebrate and support the bars that continue to bring communities together.
Heineken created Tocayos (“Namesakes”), an initiative that connects independent bars across Spain through an unexpected shared asset: their name. From Pepes and Pacos to Luises and Lunas, hundreds of bars around the country share the same names without knowing one another. By turning this coincidence into a network, Heineken gave these businesses a new way to connect, collaborate, and strengthen their competitiveness while preserving their local identity.
Developed by LePub, the campaign invited independent bars to join the Tocayos platform, where they could access training, increased visibility, and business support services. The initiative launched with a film featuring real bar owners from different regions of Spain who shared not only the same names, but also the same passion for their establishments. Through authentic storytelling, the campaign highlighted the role these bars play in everyday Spanish life while creating a symbolic community that transformed individual businesses into a collective movement.
Tocayos generated significant cultural and commercial impact, proving that supporting local bars can also drive business results. The campaign delivered €677K in earned media value and generated extensive PR coverage across Spain and international marketing and trade media. Beyond visibility, the initiative helped participating venues grow their business, contributing to a +20% year-over-year sales increase. By turning hundreds of independent bars into a connected community, Tocayos reinforced Heineken’s commitment to the hospitality sector while celebrating and strengthening one of Spain’s most iconic social institutions.
AWARDS
Cannes Lions 2026
CREDITS
Brand: Heineken.
Head of Global Brand: Nabil Nasser.
Communication Director: Dana Katz.
Communication Managers: Alessandra Cavarra, Nalini Bhagwandin, Beatrice Marques Jordao.
PR Lead: Joey Brophy.
Digital Manager: Laurens Griep.
Agile Project Manager: Paul Suurmeijer.
Heineken Spain
Marketing Director: Maria Oliveira.
Marketing Manager: Marta Moreno Gomez.
Brand Manager: Talía Expósito Cañones.
Associate Brand Manager: Irene Loustau Pérez.
Marketing & Comms Analyst: Marta Álvarez González.
Channel Digitalizacion Executive: Pilar Lagullón.
Comms Manager: Pilar Perez.
Comms Specialist: Gabriel Rodriguez Calderon.
Trade Director: Ignacio Cunillé Arias.
Trade Marketing Manager: Ana Maria García Muñoz.
Trade Marketing Specialist: Hugo Ciprian Canorea.
Regional Sales Managers: Eva Gil Trujillo, Javier Prat, Sergi Pugnau Piñeyro, Alberto Rodríguez Santos.
Regional Trade Marketing Managers: Carlota Gil Rodriguez, Alberto, Fernandez Perez, Regina Pereiro Santamaría, María Jesús Cabecera.
Creative Agency: LePub, Milan.
Global CEO LePub & CCO LePub Worldwide: Bruno Bertelli.
Global Chief Creative Officers: Cristiana Boccassini, Mihnea Gheorghiu.
Executive Creative Directors: Gaston Soto, Jack Smedley.
Creative Directors: Fernando Dominguez, Rafael Nicolau, Alessandro Agnellini.
Senior Copywriter: Cristiana Candido.
Senior Art Director: Gianluca Sebastiani.
Head of Innovation & Digital Production: Vittorio Cafiero.
Global Head of Creative Technology: Mauro Mazzei.
Digital Producer & Project Manager: Kejsi Haxhi.
Global Head of PR & Communication: Isabella Cecconi.
Head of Strategy: James Moore.
Strategy Director: David Casares.
Global Client Service Directors: Shirine Aoun.
Group Account Director: Luigi Palma.
Account Director: Gonzalo Gutierrez.
Account Executive: Clara Boggia.
Project Manager: Alessandro Grotto.
Chief Production Officer: Francesca Zazzera.
Head of Production: Federico Fornasari.
Producer: Irene Tamagnone.
Production Company: Antiestático.
Chief Executive Producer: Matias Dumont.
Directors: Santiago Zannou and Eloi Rodes.
Directors of Photography: Marino Pardo and Ana Cadavid.
Executive Producer: Juliana Cordoba.
Producers: Pilar Garcia and Ingrid Beschiroff.
Production Manager: Rodrigo Alonso De Celada.
Assistant Director: Antonio Diaz.
Unit Coordinators: Jose Chica and Javier Silva.
Stylist: Tica Castaño.
Art Director: Ana Becedas.
