Heineken is almost as reputed for concocting inspirational, larger-than-life experiences as it is for crafting deliciously crisp lager. Now, the Dutch brewing company has dreamed up what is set to be the latest in a long line of epic campaigns designed to immerse people in unforgettable, potentially life-changing experiences. This particular venture is teased in a short film that goes straight to the heart of Heineken's core brand message, which is that people should be encouraged to fulfill their dreams.
The film begins by depicting a smoky bar in which groups of people sit around, sipping on Heineken and living out their dreams in their heads. A tuxedo-wearing man holds on to an Oscar statuette, a woman in a spacesuit regales her friends with tales of interstellar exploration, and a surfer relays stories of riding pristine waves with reckless abandon.
The surfer then makes his way out of the bar when reality strikes -- he's really just in a cold, snowy place, it's late at night and his surfing dreams are left behind at the bar as always.
We've all been there -- huddled together in pubs, draining bottles of cold Dutch brew and talking about our hopes and dreams. The problem, as this film points out, is that "most dreams never leave the bar." Heineken is looking to change that by reminding you that it's never too early or too late for your dreams to leave the bar and become a part of your everyday mission.
To drive home this point, Heineken invited people from Italy, Netherlands Brazil, Argentina and Indonesia to share their abandoned and unfulfilled dreams for a chance to win a vacation in a mystical tropical location. After hearing from thousands of people with a diverse array of dreams -- from opening a bar in an exotic location to becoming a world-famous chef -- Heineken selected six lucky winners for a week-long vacation.
The six winners will be treated to a lavish holiday in an exotic, mysterious location. If you know a thing or two about Heineken experiences, you'll know that whatever transpires there is sure to be unforgettable.
Credits to: Heineken Communication Manager, Global Commerce: Dario Gargiulo | Agency: Publicis Italia for Heineken
Emboldening Beer Ads
Heineken Encourages People to Stop Leaving Their Dreams Behind At the Bar
Trend Themes
1. Emotional Advertising - Heineken is leading the way in advertising by tapping into emotions and inspiring people to fulfill their dreams.
2. Experiential Marketing - Heineken's immersive campaigns are creating unforgettable experiences that connect with customers on a personal level.
3. Brand Purpose - Heineken's core message of encouraging people to fulfill their dreams is resonating with customers and creating a purpose-driven brand.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry can innovate by creating emotional and purpose-driven ads that connect with customers on a personal level.
2. Marketing and Advertising - Marketing and advertising firms can learn from Heineken's success in experiential marketing and creating campaigns that inspire customers.
3. Hospitality and Tourism - The hospitality and tourism industry can create immersive experiences that tap into customers' desires for adventure and fulfillment, as Heineken has done with their vacation giveaway.