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.
๐Ÿ† Bronze / Cannes Lions (Direct)
๐Ÿงพ 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.
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 โ†“
BOOKING.COM
โ€
NOT THE BEST HOTELS
STATS
BRAND
PRODUCT
HEINEKEN
โ€
NOT ALL NIGHTS OUT ARE OUT
๐Ÿฅˆ
STATS
BRAND
HEINEKEN
โ€
REFRAMING HOSPITALITY JOBS
๐Ÿ†
PROD_
DSGN_
UNITED NATIONS
โ€
DONATE YOUR POINT OF VIEW
๐Ÿ†
STATS
PROD_
DSGN_
WINEPOPPER
OPEN WINE LIKE MAGIC
STATS
BRAND
PROD_
DSGN_
FAIRPHONE
A LAUNCH TO HALT SALES
๐Ÿฅ‡
PROD_
DSGN_
BOSE
FINDING A NEW DEMAND SEGMENT FOR SILENCE
STATS
BRAND
PROD_
DSGN_
FORD
โ€
YIELDING EV CONVERSION IN THE FINAL WEEK
STATS
PROD_
MEGA TABLE
โ€โ€โ€
A MODULAR STATS COURSE FOR REAL STUDENTS
STATS
BRAND
PROD_
DSGN_
MEGA TABLE
โ€โ€โ€
CREATING BRAND MEANIGFULNESS WITH A CHROME EXTENSION
STATS
PROD_
CONCERTGEBOUW
โ€
BRINGING THE YOUTH TO CLASSICAL MUSIC
๐Ÿฅ‰
PROD_
DSGN_
FORMS
A BRAND IDENTITY BASED ON ANTENNAE AND SPARKS
BRAND
DSGN_
TEZOS
WEB3 BY WEB3
BRAND
DSGN_
MENTELITY FOUNDATION
โ€
THE DRAMATIC LIVES OF PROSTHETIC LEGS
๐Ÿฅˆ
BRAND
GREAT ORMOND STREET HOSPITAL
GOSH SPORTS, INC.
BRAND
PROD_
BUMA
BLANK FILES: YOUR NEWEST POINT OF SALE
๐Ÿ…
PROD_
BLEI MAGAZINE
โ€
DOWNTOWN SรƒO PAULO
๐Ÿ“ธ
AUDIOVISUAL JOURNEYS
FILMMAKING + MUSIC ENDEAVORS
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