CONNECT WITH A NEW AUDIENCE
leverage a beverage icon as a catalyst for connection
D&AD New Bloods Competition 2023
Cliff Notes
THE ASK: Create a brand experience for Heineken that encourages young people to make fresh connections.
THE CHALLENGE: Young people (Millennials & Gen Z) associate beer more immediately with binge drinking than its traditions as a social catalyst.
THE SOLUTION: Reintroduce the social custom of buying beer in rounds with a novel gadget that creates a social experience and drives connection.
YOUNG PEOPLE ARE DRINKING LESS
& ASSOCIATE BEER WITH BINGE DRINKING.
Preferring to connect with others through novel social experiences.
However, beer has a wide-reaching history as a
SOCIAL CATALYST.
THE OPPORTUNITY
REPURPOSE A PAST SOCIAL TRADITION TO
CREATE A SOCIAL EXPERIENCE & REFRESH THE PRESENT
The Round
TikTok Filter
Heineken’s Round Filter remixes TikTok’s Duet feature, dividing the screen into six equal pie pieces that invites five successive creators to collaborate side-by-side.
To encourage connection across social media, we’ll reward each of the individuals who participate to make the most viral applications with a home edition of The Round carrier.
Round Trips
A Getaway Sweepstakes
When you order The Round, you will be entered into a sweepstake for all-expense-paid trips for six to Heineken-sponsored events.
The Team
Rossie Hutcheson - Brand Manager & Strategist
Mark McColey - CopyWriter
Travis Fairman - Experience Designer
Kate Harkins - Art Directions
My Role
Primary & Secondary Research
Strategic Development