ISAQUE
SENEDA
THE GAMING FRIDGE
chaos
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.
๐Ÿฅˆ Silver / Cannes Lions (Integrated Brand Experience)
๐Ÿฅ‰ Bronze / Cannes Lions (Innovation in Gaming)
๐Ÿงพ Shortlisted / Cannes Lions (Cultural Insight)
๐Ÿงพ 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.

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