Heineken
These global activation concepts were developed during a 4-month freelance stint at Geometry Global.
Heineken had previously encouraged people to discover the best events, venues and experiences in their city.
The task was to move on the campaign, by inspiring men to initiate a change within their city and use spaces to create their own events and experiences. Essentially, we were asking people to put more life into the cities they live in.
My ‘Shape your City’ concept became the campaign line, which was pushed through global TV, on-trade, off-trade, social, digital and experiential.
Guerrilla tactics were used to have more stand-out in supermarkets, Heineken bars and all over the digital world.
In-store
In-bar
Urban intervention kits
To be given away with purchases of Heineken. The tools and inspiration people need to ‘shape their city’. An eclectic mix of items were selected to increase frequency and provoke different interventions, acting as a springboard to inspire even more interventions.
Social
#shapeyourcity
Wherever people interact with an urban intervention kit, they want to share the moment with their friends.
We encouraged sharing social content and reward people for interacting with the campaign by giving them the chance to win a city break where they’d visit our experiential activity.
Experiential
Heineken Citypods in major cities.
A space for people to make their own. Each pod will host a progressive, innovative and desired local business – giving each park a distinctly local feel. Local people will decide what they’d like to see there by voting on an online platform. Credits for this will be given away with purchases of Heineken.
Citypods feature Heineken bars and will host local artists, small businesses and pop-up shops. Citypods host live music, dance shows and technology demonstrations.
