Heineken Heritage Event

What Does a fresher world look like to you?

For Heineken’s 2023 brief submission, we were asked to create an idea that would exist in a physical and digital setting, centered around sparking new connections and bridging gaps across boarders.

insights and ideas

As one of the most global beer brands in the world, ideas could take any size, from a global initiative down to an individual level. With such a variety of options in terms of the reach, the final project was going to need a nimble and scalable strategic platform.

The Concept: Create an event at the community level that is replicable physically and digitally expandable.

While working within communities is not the same as working across physical borders, Heineken must start somewhere. Bridging cultural borders to strengthen a community from within is a unique opportunity to help build a fresher and more appreciative world from the ground up.

The Insight: Heineken can position themselves as a brand and their products as a symbol of positivity and celebration across cultures.

Despite our concept’s ability to be adaptable to any city, my team and I wanted to cement our idea to a specific city, to assist us with communicating authenticity through various aspects of the event. So, where?

Oakland, CA.

A city with an immense historical significance and a diverse population that feels a sense of disconnection, as many cities do nowadays, Oakland proved to be an ideal location of interest in the heart of a major metropolitan area. We wanted to honor the city of Oakland and its history, while looking to the future of sparking connectivity and community. In the brief I wrote for my creative team, I proposed the question: What better way to create a fresher world than to refreshen the one we have?

Idea: Celebrate the history of Oakland by revitalizing 16th street station into a communal dining experience.

Cheers!

By using a countdown to build anticipation and FOMO, it all comes down to the cheers moment, when the entire venue is engaged in a celebratory act that gives everyone a reason to be grateful for one another, all while clinking the iconic green Heineken bottles.

To the right is our final video submission. What’s your Heineken heritage?

Credits:

Copywriter: Anna Cabello

Art Director/Designer: Katey Williams

Research/Production: Claudia Lee

The Strategy

“People don’t buy what you do, they buy why you do it”

-Simon Sinek

These words ran through my mind as I received feedback on our idea. The questions I was asked were “Other than it being sponsored by Heineken, how can you guys put your own unique twist on it? How can you make it bigger, fresher, more than just that?”

This feedback, in tandem with those words by Simon, I realized that we were paving the runway for a brand sponsorship, rather than a brand experience. I began asking myself how we could convey why Heineken does what they do, rather than what they do. In drawing the picture to the left, it all clicked.

Lightbulb Moment: Give the event a cultural moment, where the entire venue engages in a celebratory action while using Heineken’s products as the medium of celebration.