LePub's new Spanish project for Heineken is off the chain

You might think that giving a bar or social establishment a unique name is a no-brainer, something to set you out from other offerings and build a brand on. 

But what about if those other offerings are huge chains with seemingly limitless resources? Might it be time for a chain of your own?

Taking this unfortunate truism and pairing it with the neat observation that in Spain numerous bars are named after their owners - Pepe (163), Manolo (156), Paco (144), Luna (99) and Luis (53) - LePub has created a lovely exercise for Heineken that throws a branded lifeline to those facing difficult business decisions.

By linking independent bars that share the same name via its Tocayos platform, the campaign gives them access to training and added visibility, turning a coincidence into something a bit more practical - a tidy way of helping smaller venues feel a little less on their own.

With Santiago Zannou and Eloi Rodes’ film entertainingly throwing a spotlight on some of the similarly named barkeeps, this smartly scaled idea proves that, sometimes, strength really does lie in numbers.