Good Times, Your Way
Client: Heineken
Agency: Edelman
ECD: Sotomayor Omar
Art Director: Hasif Ismail
Copywriter: Xavier Tan
Strategy: Nisha Sivanandan
An activation pitch for Heineken’s 150th Anniversary Party.
The Ask: Heineken’s 150th anniversary to be celebrated through a local top spin idea that’s uniquely Singaporean.
- Create a meaningful good times event
- Vibe with Gen Zs and keep with the Gen Ys
- Iconic + Premium
Idea 1
Audience Truth: Gen Zs have their own idea of Good Times.
Brand Truth: Heineken believes life tastes better with an open mind.
Cultural Truth: Almost everyone makes limiting and cliche assumptions about Gen Z.
What if Heineken creates a space that lets Gen Z make their own Good Times?
From WeWork to WeParty
Heineken x WeWork
Heineken gives you the space to enjoy Good Times with your own co-party.
Why would they care?
Singaporeans love their co-working spaces and we flip it to become a co-party space.
Why would they go there?
Heineken gives Gen Z (and Y) a way to enjoy Good Times with their closest, in a surprising way and welcomes their unique Singaporean Twist to it.
Why would they share?
For the first time ever, a brand has given Gen Z (and Y) a chance to create their own Good Time. Each location has a different theme and a chance to co-party with KOLs.
Idea 2
Audience Truth: Tiktok is Gen Z’s Good Times place.
Brand Truth: Heineken believes life tastes better with an open mind.
Cultural Truth: It’s easier for Gen Zs to find Good Times online than in real life.
What if Heineken creates a first-of-it’s-kind good times experience that is 100% designed #fyp.
