Brand: Heineken

Heineken has been a Coachella sponsor for nearly two decades, and its Heineken House has been an event staple. But its 2019 activation was its biggest and boldest, thanks, in part, to an all-new beer garden. The brand created an 80-foot by 80-foot cantilevered, open-air shed that achieved several goals, including allowing more fans in […]

At an event like Coachella, considered to be the festival of the season, attendees are inundated with options on where to party, drink, dance and post for the world at home watching through social media. To cut through the clutter, Heineken went old school with its music choices while being tech-forward with its amenities. The […]

WHY THE JUDGES LOVE IT: Heineken USA typically hosts its annual 1,500-person conference in a traditional proscenium setting. This year, the brand created a black box theater with bleacher seating within the Dallas Convention Center in a space surrounded by massive, full canvas, 270-degree LED screens and an 80-foot by 40-foot LED floor for presenters […]

With the beer industry losing market share to wine and spirits, Heineken needed to captivate its annual National Distributors Conference audience of 1,200 family-owned, multi-generational business owners gathered at the Dallas Convention Center. Ditching the classic proscenium theater arrangement and replacing it with a 270-degree, bleacher seating setup that immersed guests in three, super high-definition […]

Heineken promoted its sponsorship of the UEFA Champions League, the league Final, and the opening of the Ibiza, Spain, party season by transforming an empty bay area into a custom Heineken Bay. It was the ultimate beach party around the world’s first Floating Star Bar—an approximately 1,000-square-foot star-shaped bar floating in the Mediterranean. Whenever guests […]