ABOUT

Heineken had previously encouraged men 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 men to put more life into where they live.

My ‘Shape your City’ concept became the campaign line, which was pushed through global on-trade, off-trade, social, digital and experiential. It even became the campaign line for the TV spot.

Guerrilla tactics were used to have more stand-out in supermarkets, Heineken bars and all over the digital world.

Urban intervention kits
To be given away with purchases of Heineken. The tools and inspiration men 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 men 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.