HEINEKEN - A BOTTLE WITH A MISSION

WHAT IF YOUR BOTTLE COULD TAKE YOU ON A JOURNEY?

 
 
 
 

Placed in the brand's old brewery, Heineken Experience is one of Amsterdam's top tourist attractions. 

In order to get more people to visit it, we built a very special range of smart Heineken bottles and left them in several locations around the city.

These were bottles with a mission: To take people to the Home of Heineken. 

 
 
 
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These bottles look just like any Heineken ‘party bottle’, but we managed to fit inside them a bespoke 3D printed body, which holds precisely a compass mechanism, a GPS, an accelerometer, plus some vibration stripes.

When picked up, the bottle vibrates to catch the attention of the holder, and the iconic Heineken star lights up and swivels to point out the route to follow.

We documented the journeys of the unsuspecting tourists that were bold enough to pick up the bottle, and shared them on social media films.

 
 
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Our prototypes could also be pre-loaded with specific roadmaps and destinations, which enabled Heineken to take customers and influencers to their most exclusive #OpenYourCity events and sponsorships.

Football games, music venues, night parties... 
Where will your bottle take you next?

 
 
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WHY I LIKE IT?

When you work for a brand that is beloved around the world, everything becomes global quickly.

The project started as a small prototype to address a local brief, but our online film was seen over 200,000 times, only in its first 3 days.

The project was Editor’s pick for Creativity Online and PSFK, and our innovation received global attention in countries including The Netherlands, Germany, United Kingdom, France, Spain, Brazil, Thailand, USA…

 
 

CREDITS

Agency: JWT Amsterdam
Year: 2015
Role: Freelance Creative Director
Executive Creative Director: Bas Korsten
Team: Guney Soykan (AD), M. Peeters & Robert Nelk (creatives), Enmanuel Flores (Technologist)