ISAQUE
SENEDA
BAR EXPERIENCE
chaos
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.
✏️ Wood Pencil / D&AD (Direct / Integrated)
πŸ₯‡ Gold / The One Show (PR)
πŸ₯ˆ Silver / The One Show (Integrated Omni)
πŸ₯‡ Gold / Andy Awards (Idea)
πŸ† Bronze / Andy Awards (Reset)
πŸ† Bronze / Cannes Lions (Direct)
πŸ₯‰ Bronze / Clio (XP/Activation)
πŸ₯‰ Bronze / Clio (Direct)
πŸ₯‰ Bronze / Clio (Creat. Business Transform.)
πŸ₯‡ Gold / Golden Drum (Social Good)
πŸ₯ˆ Silver / Golden Drum (Sust. Business Sol.)
πŸ₯ˆ Silver / Eurobest (Digital: Use of Social)
πŸ₯‰ Bronze / Eurobest (Touch: Use of Social)
πŸ₯‰ Bronze / Eurobest (Target., Ins. & Pers)
πŸ₯‰ Bronze / Eurobest (Corp. Purp. & Soc. Resp.)
πŸ₯‡ Gold / LIA (Ambient & Activation)
πŸ₯‡ Gold / LIA (Creativity in B2B)
πŸ₯‡ Gold / LIA (Transform. Business Impact)
πŸ₯ˆ Silver / LIA (Non-Traditional B2B)
πŸ₯ˆ Silver / LIA (Transform. Business Impact)
πŸ₯ˆ Silver / LIA (Non-Traditional CSR)
πŸ₯ˆ Silver / Clube de Criação (Film: Drink)
🧾 4x Shortlisted / D&AD
🧾 3x Merit / The One Show
🧾 4x Shortlisted / Cannes Lions
🧾 4x Shortlisted / Cannes Lions
🧾 1x Shortlisted / Clio
Qualitative Research
Product Strategy
Service Design (Badge Mechanic)
Problem

Hospitality work is seen as a stagnant moment of a young person's career.
Insight

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.
Original Slide (Badge Mechanic)
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MORE WORK ↓
BOOKING.COM
‍
NOT THE BEST HOTELS
RSRCH
STRAT
PRODUCT
HEINEKEN
‍
THE BORING PHONE
NEW ✨
RSRCH
STRAT
IDEAT
HEINEKEN
‍
REFRAMING HOSPITALITY JOBS
πŸ†
RSRCH
STRAT
IDEAT
BOSE
FINDING A NEW DEMAND SEGMENT FOR SILENCE
RSRCH
STRAT
IDEAT
WINEPOPPER
OPEN WINE LIKE MAGIC
RSRCH
STRAT
IDEAT
FAIRPHONE
A LAUNCH TO HALT SALES
πŸ₯‡
STRAT
IDEAT
HEINEKEN
‍
NOT ALL NIGHTS OUT ARE OUT
πŸ₯ˆ
RSRCH
FORD
‍
YIELDING EV CONVERSION IN THE FINAL WEEK
RSRCH
STRAT
UNITED NATIONS
‍
DONATE YOUR POINT OF VIEW
πŸ†
RSRCH
STRAT
IDEAT
MEGA TABLE
‍‍‍
A MODULAR STATS COURSE FOR REAL STUDENTS
RSRCH
STRAT
IDEAT
MEGA TABLE
‍‍‍
CREATING BRAND MEANIGFULNESS WITH A CHROME EXTENSION
RSRCH
STRAT
CONCERTGEBOUW
‍
BRINGING THE YOUTH TO CLASSICAL MUSIC
πŸ₯‰
STRAT
IDEAT
FORMS
A BRAND IDENTITY BASED ON ANTENNAE AND SPARKS
STRAT
IDEAT
TEZOS
WEB3 BY WEB3
STRAT
IDEAT
MENTELITY FOUNDATION
‍
THE DRAMATIC LIVES OF PROSTHETIC LEGS
πŸ₯ˆ
STRAT
GREAT ORMOND STREET HOSPITAL
GOSH SPORTS, INC.
STRAT
BUMA
BLANK FILES: YOUR NEWEST POINT OF SALE
πŸ…
STRAT
BLEI MAGAZINE
‍
DOWNTOWN SÃO PAULO
πŸ“Έ
AUDIOVISUAL JOURNEYS
FILMMAKING + MUSIC ENDEAVORS
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