Bar Experience

Heineken wanted to overturn staff shortage in the hospitality industry. So our strategy followed 3 premises:

(1) We found out that Gen-Z doesn'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.

Badge mechanic ideated with Alejandro Gutierrez and Nikolay Malchev.

✏️ Wood Pencil / D&AD (Direct / Integrated)

🥇 Gold / The One Show (PR)

🥈 Silver / The One Show (Integrated Omni)

🥇 Gold / Cannes Lions (PR Craft: Corp Image)

🥈 Silver / Cannes Lions (Brand Exp: Purpose)

🥉 Bronze / Cannes Lions (Strat: Goods)

🥉 Bronze / Cannes Lions (Direct)

🥉 Bronze / Cannes Lions (Creative B2B: LTBB)

🥇 Gold / Andy Awards (Idea)

🥉 Bronze / Andy Awards (Reset)

🥉 Bronze / Clio (XP/Activation)

🥉 Bronze / Clio (Direct)

🥉 Bronze / Clio (Creat. Business Transform.)

🥇 Gold / Golden Drum (Social Good)

🥈 Silver / Golden Drum (Sust. Business Sol.)

🥈 Silver / Eurobest (Digital: Use of Social)

🥉 Bronze / Eurobest (Touch: Use of Social)

🥉 Bronze / Eurobest (Target., Ins. & Pers)

🥉 Bronze / Eurobest (Corp. Purp. & Soc. Resp.)

🥇 Gold / LIA (Ambient & Activation)

🥇 Gold / LIA (Creativity in B2B)

🥇 Gold / LIA (Transform. Business Impact)

🥈 Silver / LIA (Non-Traditional B2B)

🥈 Silver / LIA (Transform. Business Impact)

🥈 Silver / LIA (Non-Traditional CSR)

🥈 Silver / Clube de Criação (Film: Drink)

🧾 4x Shortlisted / D&AD

🧾 3x Merit / The One Show

🧾 10x Shortlisted / Cannes Lions

🧾 4x Shortlisted / Cannes Lions

🧾 1x Shortlisted / Clio

Qualitative Research

Product Strategy

Service Design (Badge Mechanic)

OLD WORLD VIEW
Bartending is a marker of career stagnation.

NEW WORLD VIEW
Bartending is a marker of career development.

SOLUTION
Heineken announces a Linkedin badge for bar experience that grants you higher chances of being hired at Heineken HQ.

ORIGINAL SLIDE (BADGE MECHANIC)