My Sunrise
In December 2011, Heineken launched the latest phase of Heineken's responsible drinking campaign – enjoy responsibly. For the first time, the message and the advert itself have completely integrated within the brand’s overall open your world campaign. "Sunrise belongs to moderate drinkers", the name of the campaign celebrates and encourages aspirational behaviour among adult consumers. I designed Heineken ‘sofas’ which we place in key global locations. Each sofa was internally lit with a countdown clock to the sunrise in its location and the messaging ‘sunrise belongs to moderate drinkers’ which lit at the moment of sunrise. The audience were invited to tweet photos of their sunrises from anywhere in the world to #mysunrise to a dedicated Facebook channel.
