n
2013 isn't just about
celebrating the past 140 years,
it's also about celebrating
Heineken®'s future
BRAND BUILDING
According to Heineken®'s Global Head of Design, Mark van
Iterson, "Amsterdam is not only the home of Heineken®,
but it has also shaped the brand - open mindedness,
entrepreneurship, creativity, innovation and humour are all
typical qualities of Amsterdam. As well as, of course, the
fact that Amsterdam welcomes the world with open arms.
These characteristics are all part of the brand's DNA and
have helped make it the world's leading global beer."
Anything but a Wallflower
The bottle wall brought together a unique blend of
innovative design concepts. A faqade made from a 22m x
8m steel frame held nearly 5,000 Heineken® bottles, each
with an LED light behind it. Bespoke digital technology
and innovative production techniques turned this Bottle
Wall into a digital screen, which, when lit, displayed images
across the 'glass gauze' of iconic green bottles. The design
used environmentally friendly and energy-efficient LED
bulbs, and, of course, Heineken®'s own recyclable bottles.
Placed on the front of Heineken®'s original brewery, the
Bottle Wall was not only an innovative way of bringing
Heineken®'s heritage to life, it also gave consumers the
chance to become part of the brand's history by placing
them at the heart of the festivities. In a bid to reach out to
its fans across the globe and engage them in a novel way,
Heineken® asked consumers to submit a personal message
of congratulations and a picture of themselves via a
dedicated tab on its Facebook page.
The messages formed part of a dynamic animated dance
sequence that was showcased alongside visuals of the
brand's 140 years of evolution, as well as some of the
best Future Bottle Design Challenge entries from 2012.
This spectacular showcase was displayed to thousands of
passers-by and festival visitors in Heineken®'s home city of
Amsterdam, as well as being streamed live to millions of
Heineken® fans around the world via Facebook.
A special launch party was held on the evening of 7
December for national and international press, as well
as HEINEKEN and Amsterdam Light Festival guests. The
bottle wall was switched on for the first time at 18:45,
and was followed by a short light show that included
interactive laser elements, music created by a DI using
bottle sounds, and more. All of these elements brought to
life how Heineken® 'opens up the world', connects people
across the globe, and is always pushing the boundaries by
exploring new possibilities.
Heineken®'s Past and Present Come Together
Another way that Heineken® is marking its 140th
anniversary is through the launch of a special Limited
Edition gift pack that celebrates the brand's past, present
and future.
Each of the four 16fI oz aluminium bottles in the pack
has its own special Heineken® story to tell: The 'Paris
1889' bottle commemorates the World Exhibition, at
which Heineken® received the Grand-Prix for the world's
best beer; the 'Amsterdam 1931' bottle marks the year
the Heineken® red star, an international symbol of
quality, was born.
Moving on to the present, the 'World 2013' bottle
celebrates a beer that is 140 years 'young' and enjoyed
around the globe, while the 'Future' bottle, designed
by 2012's Future Bottle Design Challenge winners Lee
Dunford and Rodolfo Kusulas, symbolises connecting in
the future.
Forward Thinking
But 2013 isn't just about celebrating the past 140
years, it's also about celebrating Heineken®'s future. In
December 2012, the next Future Bottle Design Challenge
was launched to give designers around the world the
opportunity to become part of Heineken®'s future history.
"We've given total creative freedom to the participants,"
says Els. "With the brief 'Remix our Future', we want to
challenge everybody to create exciting new innovative
designs, while leveraging our past in a way that's fitting for
the Heineken® brand."
World of HEINEKEN Edition 1 2013
