Heineken
Now You Can
We promoted Heineken’s alcohol-free beer with a Berlin billboard that came to life.
How do you generate excitement for a 0.0 beer in Europe’s party capital?
Heineken wanted a bold advert that went beyond the message itself. They wanted to show Berlin’s public first hand that “alcohol-free” and a good time are not mutually exclusive.
To turn local heads at launch, we created a living billboard at iconic party-platz, RAW Gelande. As unsuspecting Berliners walked by, the billboard suddenly snapped, revealing a working bar complete with music and cheery bartenders giving out free Heineken 0.0s to passersby.
The stunt, which was instilled into a film, existed alongside a wider campaign that distributed over 600,000 bottles of the beer throughout the German capital. Drivers were a main target, underlining the advantages of going 0.0 on a night out.
