Welcome to the world of Heineken.
For Heineken, through Metropolis, we created Welcome to the World of Heineken: a campaign platform built city by city, where each edition belonged to one place. The work shown here is from the Barcelona edition.
Global brands do not create desire globally. They create it one city at a time.
The challenge
A brand available everywhere risks belonging nowhere. Heineken needed campaign work that carried its global codes while feeling owned by the city it ran in: Barcelona's edition had to feel like Barcelona's, not like a translation of a global master file.
What I did
Created the campaign concept: one platform, one welcome, expressed uniquely per city.
Led the creative development of the Barcelona edition: the visual world, the local expression and the campaign assets.
Built the platform logic so new cities could join the world without diluting it.
The best global campaign platforms are empty in exactly the right places: strong enough to be recognized anywhere, open enough for a city to make them its own.
About the company
Heineken
Heineken is one of the world's most recognized beer brands, present in nearly every market on earth, which is precisely what makes local desire its hardest problem.
- Consumer goods
- Campaign concept, creative development, platform design
- Through Metropolis
- ADVERTISING