Talking to the world

The machine

ChallengeHeineken France is facing the limitations of the Loi Evin, the French law that protects users from advertising of alcohol beverages. This law bans brands from using references to people, lifestyle or consumption.

Client briefInitially, we started working on a brief for Heineken Beertender, the draught beer machine for which, we had to find a new territory of expression within the Evin Law in France.

InsightAfter much research, this brief drove us to discover that Beertender consumers not only love the beer but also the machine itself. It is captivating to have a beautifully designed physical or tangible machine that pours your beer.

StrategyTaking the hype of robotics, we decided to avoid the dangerous conversations about beer itself(regarding Evin Law) and focus on the machine itself as a means of expression.

IdeaThe creatives managed to extrapolate this creative strategy into an interactive facebook experience inspired in the Rube Goldberg machines for the launch of the new ‘Showcase 1litre’ bottle of Heineken.

Within the parameters of the Evin Law, this experience keeps the visual speech around the machine.

A machine that work thanks to the user interaction.

Not the beer, but the craft around this digital machine was produced by Unit9. Visit experience

IdeaKeeping the focus on the machine and playing with innovation, Heineken brought novelty not to the beer but again the machine with THE SUB.

http://www.140ans-hk.fr/

ConclusionWith this strategy, Heineken owns a differential territory of communications in France that no other alcohol brand of the competition can use: the machine. This territory enables Heineken to stay ahead of real innovation and creative exploration in the beverages industry. Open your world.