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.
(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.
🏆 Bronze / Cannes Lions (Direct)
🧾 4x Shortlisted / Cannes Lions
Qualitative Research
Product Strategy
Service Design (Badge Mechanic)
Problem
Hospitality work is seen as a stagnant moment of a young person's career.
Hospitality work is seen as a stagnant moment of a young person's career.
Insight
Bar experience goes way beyond serving tables.
Bar experience goes way beyond serving tables.
Solution
Heineken announces a Linkedin badge for bar experience that grants you higher chances of being hired at Heineken HQ.
Heineken announces a Linkedin badge for bar experience that grants you higher chances of being hired at Heineken HQ.
Original Slide (Badge Mechanic)
