"greenspace reflects how we think
and behave as a brand. We go
beyond the norm, we communicate
differently, we surprise. Right in
the heart of our consumer."
Walter Drenth, Global Marketing
Communication Manager Heineken
Big and close
for Heineken. "Let me explain why. Heineken greenspace is a fusion of three
relevant fields—film, music and design—in which selected local talents get
the chance to work with international recognised talent who challenge their
skills and creations and support them in further growth. During the event
all creations are showcased and unique performances from local and
international talent can be experienced, greenspace will always be brought
to life in an unexpected location," Walter continues, "In Valencia, Heineken
regenerated three fantastic old unused grain warehouses in a run down
harbour area. With greenspace we invest in urban culture in order to leave
something behind and to give something back to society. Such a legacy is
highly valued by our consumers and it might differ from city to city.
But most important", he passionately explains "greenspace reflects how
we think and behave as a brand. We go beyond the norm, we communicate
differently, we surprise. Right in the heart of our consumers."
Jeff Povlo is the Brand Experience Manager of Heineken and Project Leader
of greenspace (in collaboration with greenspace Creative Directors Mike
Kettles and Adrian Caddy.) "I wanted to create, with the brand point of
view, a sustainable marketing campaign rather than a one-off music event.
One of the things about Heineken is we create occasions, we create
possibility. What better way than link with cities to create social spaces. We
front-funded the regeneration of the space, and the city of Valencia will fuel
it with content, as will we," Povlo explains excitedly, after years of
preparing the event for this launch.
Marc Bolland, member of the Heineken Executive Board and Chief
Operations Officer calls the concept 'Big and Close', "It gets us close to our
consumers, that's very important." Peter van Campen, Group Commerce
Director at Heineken International, sums it up best of all: "What's new here
