HEINEKEN
HEINEJUKU
Creating the ultimate
festival tribe
Heineken, present at the five largest festivals in Holland during the summer, set the challenge of creating and experiential campaign that would be distinctive and also resonate both before and after each festival.
Stepping up to the main stage was our solution - Heinejuku, an online and real guide to making the best of the festivals. It's inspiration was the unusually attired music fans of the Harajuku district of Tokyo.
Supported by print, online PR and posters, the Heinejuku lived online prior to each festival and enthused about what to listen to and what to wear. And to make festival surroundings as comfortable as possible, Heineken provided a festival survival kit and special camping ground, all subsidised to help the cash hungry festival fan.
At the festivals, Heinejuku hosted the camping and tent art exhibition, manned the music advice line and rewarded drinkers at the Heineken bars with free music download tokens.
Art Direction / Graphic Design
