Heineken - We are Open

Create a physical and digital experience to spark connection between young people with fresher perspectives to engage them together across the boundaries leading to long lasting change.

Role - Art Direction, Advertising Campaign, Live Event Ideation
Year - 2023

Brief by - D&AD New Blood 2022

Client - Personal - Masters Degree Group Project

Credits -

Research - Yan Zhang, Change He, Chunxu Ye

Ideation - Parinita Agrawal, Yan Zhang, Change He,Chunxu Ye

Design - Parinita Agrawal, Yan Zhang, Change He,Chunxu Ye

THE CHALLENGE

How to make Heineken a catalyst for young people to make new connections?

How the solution helps in sparking a change?

TARGET AUDIENCE

Psychographics -

Stressed and worried to be judged when expressing themselves but actually are striving achievers driven by the pressure Independent but want to be connected Passionate and caring about the community

Behavioural -

Looking for a place to express themselves want to be part of the change, to influence others open to meet new people willing to share and exchange ideas prefer in-person communication but also acceptable for online conversation.