Heineken - Heinekicks
ROLE: CCO, creative
When Heineken came to us with the problem that young drinkers think the brand is their dad's beer I was reminded that I was that dad. But we also immediately knew that a classic ad campaign to launch the new variant Heineken Silver wasn't going to change anything. And so our strategy became to be more "Gucci". More feels, less "you need to buy this beer because we say it's cool". And so we incepted Heinekicks. A shoe that doesn't make sense. A bit like its target audience. We tapped into sneaker culture, collaborated with The Shoe Surgeon and changed Gen Z perception of the brand by double digit brand points. With one. Single. Campaign. Oh, it was also the brand's most successful new beer launch in history. Slay!
