Beyond the Call of Duty
Breaking the Mould
withiywiec
World of Heineken 43 - winter 2010
Inspired by Heineken's long-term sustainability
programme, 'Brewing a Better Future', September saw
staff in Heineken's Head Office, The Netherlands, come
together to make a positive impact on the lives of their
less fortunate neighbours. More than 150 employees
took part in various half-day volunteer projects during
'Heineken Cares' week.
Working in collaboration with a local charity organisation,
activities included a day out for residents from a local
home for the elderly, an afternoon of football activities for
local children and adults with disabilities, and a much-
needed makeover for the gym in a residential unit for
people with special needs.
The organisations which benefited from the activities
really appreciated the support and enthusiasm shown by
Heineken employees. The volunteers themselves were
delighted with what was achieved, and the impact they
had, in just a few short hours. This is just one of many
local initiatives in which Heineken employees are involved
around the world, positively impacting their
local communities.
For full details of Heineken's 'Brewing a Better Future'
programme, visit www.heinekeninternational.com
-Ml
Head Office employees contribute to social
development at a local level
This summer, Poland's Mgskie Granie, 'Men's Music',
presented by Zywiec, was more than just a series of
concerts. It provided a platform for established artists
and musicians to create a live, raw and edgy experience.
This unique cultural showcase was something out of the
ordinary - bold, different and reflective of the values of
theZywiec beer brand.
The project brought together 12 leading Polish
performers, eight bands and three outstanding visual
artists in a series of live broadcasts and concerts at
six locations. Mgskie Granie gave artists the freedom
to do something new, something that would take real
determination and creativity.
"From the very beginning Mgskie Granie was meant to
be different. It was a meeting of artistic personalities-
representing not only different kinds of music, but also
various fields of art," says Szymon Dobrzynski, Marketing
Director of Zywiec. "Mgskie Granie proves that in search of
true talent and exceptional personality, we do not have to
go abroad."
The performances were supported by an integrated
communication campaign shot in monochrome, which
linked the event with theZywiec brand's black and white
commercials.
As well as national television spots, billboards were visible
at over 400 locations in key Polish cities. Mgskie Granie was
also featured in a range of Zywiec point-of-sale materials.
To date, the Facebook fanpage has attracted around
16,000 fans.
www.meskiegranie.pl
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