The One Show
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Category
Promotional / Physical Items
Annual ID
OS23_DE106M
About the Work
In Asia, Heineken was considered to be part of the premium beer world, coded by traditional markers of status, associated with dinner with bosses, swanky parties and formal occasions. As a result, Heineken's brand power amongst Gen-Z was declining, as Gen-Z's felt disconnected from the brand, perceiving it as predictable, elitist and distant. So to combat that perception and appeal to a new generation of drinkers, Heineken invented a new beer, Heineken Silver.
But to truly reinvent and refresh Gen-Z's traditional perceptions of the brand, Heineken had to go further. The brand had to go against 150 years of their own tradition as well – by promoting their new beer not in an ad but in a unique physical product... a sneaker.
Enter Heinekicks. Created in collaboration with The Shoe Surgeon, a highly-respected figure in the sneaker industry, the highlight of the red, green and silver sneakers with a hidden beer opener was undoubtedly the real Heineken Silver sloshing around in the clear soles.
Heineken launched its Heinekicks promotion via a teaser social media post and an exclusive raffle for the limited edition of 32 sneakers that quickly sent people across the globe into a frenzy, with over 400 mentions across online news and social media in APAC, 230K+ engagements and 99% neutral-to-positive sentiment. The promotion was even covered by Vogue, Hypebeast and GQ, and made it to Dezeen’s top 10 fashion projects of 2022.
Despite launching in dark markets where no other alcohol advertising is permitted, Heineken Silver still managed to promote itself with unboxing videos on Tiktok creator's feeds, in-depth features on top fashion sites, underground fashion events, sneaker stores, and even launch parties where Heinekicks was projected on one of the tallest skyscrapers in India. Heinekicks transcended different cultures with the same positive reception in Asia from Korea, China, India, all the way to Europe, UK, and the US. All this online and offline hype around Heinekicks got Gen-Z not only wanting to try Heineken Silver itself as well. With this refreshed brand perception, sales skyrocketed to 17.2 million hectolitres, the biggest success for a product launch and promotion in all of Heineken’s history.
2023 Awards
Total Points: 3
Merit
Credits
Agency
BBH Singapore
Le Pub Singapore
Production Company
Pleid St
The Shoe Surgeon
Chief Creative Officer
Sascha Kuntze
Executive Creative Director
Cyril Louis
Group Creative Director
Gaston Soto
Nikhil Panjwani
Associate Creative Director
Adeline Siow
Kenneth Foo
account director
Andy Norris
Account Manager
Crystal Loo
Associate Creative Director Publicis Italy
Livio Gerosa
BBH Strategy Team
Tom Hargreaves
Gwen Lee
Business Director
Manavi Sharma
Francesca Baldrighi
Digital Imaging Artist
Sally Liu
General Manager Publicis Italy
David Pagnoni
Global Chief Creative Officer Publicis WW
Bruno Bertelli
Global Communication Director Heineken® Brand
Daniela Iebba
Global Communication Manager Heineken® Brand
Tanya Lubis
Global Senior Director Heineken® Brand
Bram Westenbrink
Global Strategy Director
James Moore
Head of Operations
Eddie Jackson
Head Of Production
Wendi Chong
Heineken® APAC Brand Director
Rajeev Sathyesh
Heineken® Global Digital Development Manager
Pearly Lim Mei Sze
Heineken® Global PR Lead
Jonathan O’Lone
International Coordination Creative Director
Guy Lewis
Senior Brand Manager Heineken® Vietnam
Ngoc Han Nguyen
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