The Campaign

The bottles, each bearing the symbol of a great tree, are returnable. They are collected, washed, and then reused again. The bottles used in this project have been to many bars and restaurants, and been held in the hands of many customers. Each bottle was engraved by hand with a unique image of a bird, resulting in the creation of a bottle lamp that is one of a kind. The birds are a representation of the brand’s customers. Just as birds seek out a place to rest their wings, customers go to relax at establishments that carry HEARTLAND. This engraving and the image of the great tree symbolize the brand’s desire to become this kind of place for customers.

Creative Execution

We collected 300 bottles and engraved a unique image of a bird on each one. These bottles were then used in a video project. When the video was released, the bottle lamps were donated to 300 establishments that carry HEARTLAND. All of the bottle lamps are viewable in an art book that was given to the bars and restaurants along with the bottle lamps themselves.

Results

Establishments that carry HEARTLAND tend to be particular about beer. The bottle lamps we created with this project served the function of strengthening the bond between these establishments and the brand itself. Having the bottle lamps at these locations allowed customers to become acquainted with HEARTLAND as a brand, rather than as a beer, and become interested in the brand’s world. These bottle lamps became an opportunity to deepen the existing relationship between customers and bars and restaurants. The project was a fitting communication method for a brand that was originally spread, person by person, from one individual who enjoyed it to the next.

We placed bottle lamps in real establishments and used them to energize the relationship between the brand and the establishments themselves, as well as between the establishments and their customers. This increased the brand’s presence and helped build a relationship with customers.

90% of HEARTLAND’s sales take place in restaurants and bars that carry the beer. The campaign was based around the emerald green bottle which symbolizes the brand. Our goal was to activate communication amongst the target audience by carrying out the campaign in a place close to both the audience and the product itself. We created conversation between customers and establishments carrying HEARTLAND by placing a symbol of the brand that is both visible and tangible in bars and restaurants.