Heineken: Social Cocktails

Part of the new "Meet You There" worldwide campaign for Heineken, these friendly variations on drink recipes are included in a "toolkit" sent to all Heineken markets, explains StrawberryFrog/Amsterdam ECD

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Part of the new "Meet You There" worldwide campaign for Heineken, these friendly variations on drink recipes are included in a "toolkit" sent  to all Heineken markets, explains StrawberryFrog/Amsterdam ECD Al Kelly. "Those markets are free to choose which posters to run, how, where and when. They may run in-store or as giant building wraps or wall paintings. The artwork is especially impressive on a massive scale." Both artists involved in the project — Parra, aka Pieter Janssen (see www.rockwellclothing.com and click here for his recent Creativity coverage), and Eline van Dam, aka Zeloot (www.zeloot.nl) — have plenty of funky, sexy and far-out art in their portfolios, yet this Heineken work, for the most part, has an almost wholesome quality, especially for beer advertising. Why? "In many markets, erotic imagery in alcohol advertising is all but banned," says Kelly, "so we try to avoid it." Moreover, "When one looks back at classic Heineken advertising signs and posters, they do have an innocence to them — the simple charm of a bygone era. We wanted to capture this feeling — it says a lot about the pedigree of the brand while adding a contemporary twist. Heineken was the only truly global beer back then and it still is today." This "Sweet Temptation" lead poster in the showcase is the work of Parra, who illustrated all the pieces in the PDF except "Between the Sheets" and "Devil's Secret." 
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About

Credits
Date
Apr 26, 2006
Art Director/Copywriter:
Roos Smit
Art Director/Copywriter:
Ute Geisler
Creative Director:
Mark Chalmers
Creative Director:
Scott Goodson
Executive Creative Director:
Al Kelly
Client:
Heineken
Agency:
StrawberryFrog New York and Amsterdam
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