Heineken wanted to overturn staff shortage in the hospitality industry. So our strategy followed 3 premises:
(1) We found out that Gen-Z don't want to work in bars due to lack of future prospects;
(2) But working in bars gives you lots of soft skills (teamwork, etc.);
(3) So we reframed bar experience as a skill badge on Linkedin.
Bronze in Direct: Food & Drink. Shortlist in (1) Social Insights & Engagement: Audience Targeting / Engagement Strategies, (2) Creative B2B: Targeting & Engagement, (3) Creative B2B: Cross-Channel Storytelling, (4) Creative Business Transformation [Business Design & Operations]: Company Culture. Badge mechanic ideated with
Alejandro Gutierrez and Nikolay Malchev.
π Bronze / Cannes Lions (Direct)
π₯ Gold / Golden Drum (Social Good)
π₯ Silver / Golden Drum (Sust. Business Sol.)
π₯ Silver / Eurobest (Digital: Use of Social)
π₯ Bronze / Eurobest (Touch: Use of Social)
π₯ Bronze / Eurobest (Target., Ins. & Pers)
π₯ Bronze / Eurobest (Corp. Purp. & Soc. Resp.)
π Gold / LIA (Ambient & Activation)
π Gold / LIA (Creativity in B2B)
π Gold / LIA (Transform. Business Impact)
π₯ Silver / LIA (Non-Traditional B2B)
π₯ Silver / LIA (Transform. Business Impact)
π₯ Silver / LIA (Non-Traditional CSR)
π₯ Silver / Clube de Criação (Film: Drink)
π§Ύ 4x Shortlisted / Cannes Lions
π§Ύ 3x Shortlisted / Eurobest
Qualitative Research
Product Strategy
Service Design (Badge Mechanic)