| Title | THE HEINEKEN CHRISTMAS TREE |
| Brand | HEINEKEN TAIWAN |
| Product / Service | HEINEKEN |
| Category | A01. Fast Moving Consumer Goods |
| Entrant | LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI |
| Idea Creation | LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI |
| Production | ARTGITAL INTERACTIVE SOLUTIONS Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Murphy Chou | Leo Burnett Taiwan | Chief Creative Officer |
| Jin Yang | Leo Burnett Taiwan | Creative Partner |
| Jokey Liu | Leo Burnett Taiwan | Creative Director |
| Murphy Chou | Leo Burnett Taiwan | Copywriter |
| Jin Yang | Leo Burnett Taiwan | Copywriter |
| Leslie Chang | Leo Burnett Taiwan | Chief Strategy Officer |
| May Chiu | Leo Burnett Taiwan | Account Director |
| Peter Lin | Leo Burnett Taiwan | Associate Account Director |
| Monika Lin | Leo Burnett Taiwan | Account Manager |
| Ian Lin | Artgital Interactive Solutions | Chief Executive Officer |
| Jackie Lin | Artgital Interactive Solutions | Digital Creative Director |
| Leo Hsu | Artgital Interactive Solutions | Digital Creative Director |
| Jerry Lin | Artgital Interactive Solutions | Project Manager |
| James Tsai | Artgital Interactive Solutions | Project Executive |
| Joey Chen | Artgital Interactive Solutions | Digital Planner |
| Gonzo Yang | Artgital Interactive Solutions | Digital Planner |
| Stan Chang | Artgital Interactive Solutions | Digital Art Director |
| Jokey Liu | Leo Burnett Taiwan | Art Director |
| Cater Tsai | Artgital Interactive Solutions | Head Of Technology |
| Leo Chen | Artgital Interactive Solutions | Digital Senior Developer |
| Jonathan Shih | Artgital Interactive Solutions | UI/UX Designer |
| Yoncky Chuang | Artgital Interactive Solutions | Motion Graphic Designer |
| Will Hsu | Artgital Interactive Solutions | 3D Animator |
The Heineken Christmas Tree We built an interactive Christmas tree installation in the shape of a Heineken bottle to stand out from the normal Christmas tree and create a tourist attraction.
We used thousands of 3D LED light balls to build an interactive Christmas tree installation in the shape of a Heineken bottle during Christmas season. With this installation, consumers chose their favorite fireworks to show on the Heineken Christmas Tree, and left personal messages. Also, they could share their personal fireworks show with their friends on Facebook.
The Heineken Christmas tree attracted more than 1.5 million people during the Christmas Holiday. Consumers shared over 100 thousand blessing fireworks. Also, honored by Taiwan’s leading media as “The most recommended tour spot during Christmas”. Over 70 media organization reported on the Heineken Christmas Tree. The PR value earned over 2 million US dollars. It resulted in a sales growth of nearly 30%, leading to a sales peak during off-season.
It is an outdoor installation with interactive feature which consumer can leave a personal message to show instantly on the Christmas tree star and share on Facebook.
Our target is LS2 (25-34). We surveyed Facebook & Instagram and found that many consumers in Taiwan go out and take pictures with Christmas tree during this time of year. Approach & Call to action Every year during Christmas, there are so many kinds of Christmas trees on the streets. We want to help Heineken establish an outstanding Christmas tree with brand identity and create interactive content for consumers to share online.