Following the gaming platform campaign launch, Heineken decided to launch a piece to speak directly with Brazilian PC culture.. A fridge! Research insights expanded from the overarching gaming platform in Brazil. Creative strategy concepted under the brilliant guidance of Andrey Tyukavkin.
🥈 Silver / Cannes Lions (Integrated Brand Experience)
🥉 Bronze / Cannes Lions (Innovation in Gaming)
🧾 Shortlisted / Cannes Lions (Cultural Insight)
🧾 Shortlisted / Cannes Lions (Social Engagement)
Cultural Research
Creative Strategy
PROBLEM
Gaming is the new bar. But gamers often face interruptions: PCs overheat, fridges are far away.
Gaming is the new bar. But gamers often face interruptions: PCs overheat, fridges are far away.
BRAND
If Heineken was a computer manufacturer, it would make the most sociable computer ever.
If Heineken was a computer manufacturer, it would make the most sociable computer ever.
NEW ORTHODOXY
In PC culture, tech is the most important part of the setup. But what if the best tech is the one that allows you to socialize more?
In PC culture, tech is the most important part of the setup. But what if the best tech is the one that allows you to socialize more?
INSIGHT
Fridges are the oldest social gadgets.
So gaming PCs are essentially a modern take on the fridge.
Fridges are the oldest social gadgets.
So gaming PCs are essentially a modern take on the fridge.
DIRECTION
The ultimate Heineken fridge so happens to be a gaming PC.
The newest "groundbreaking" gaming device is in fact a social device.
The ultimate Heineken fridge so happens to be a gaming PC.
The newest "groundbreaking" gaming device is in fact a social device.
ORIGINAL SLIDES (EXCERPT)
