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.
✏️ 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)
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)
