Short List
Product / ServiceHEINEKEN 0.0
CategoryG03. Single-market Campaign


Name Company Position
Axel Grimald Publicis Singapore Executive Creative Director
Ivan Loos Publicis Singapore Creative Director
Henrique Zirpoli Publicis Singapore Creative Director
Iu Lalueta Publicis Singapore Creative Director
Bruno Andrade Publicis Singapore Senior Art Director
Vai Subramaniam Publicis Singapore Associate Creative Director
Donatien Souriau Publicis Singapore Executive Vice President
Matthieu Morteau Publicis Singapore Senior Account Director
Kinzah Iqbal Publicis Singapore Senior Account Executive
Daniel Ho Prodigious Singapore Agency Producer
Rakesh Bhandari Razorfish Singapore Senior Vice President
Zaveed Husref Razorfish Singapore Brand partner
Richard Mayo-Smith Heckler Managing Director
Fede M.S.Mohr Heckler Creative Director
Pauline Toh Prodigious Singapore Editor
Elaine Villanueva Prodigious Singapore Motion Graphics / Editor
Lucas Dusque Sonido Composer
Fred Corazza Publicis Singapore Senior Art Director

Why is this work relevant for Direct?

In a city where you can be punished for even minor things, we engaged with drivers and inspired trial by challenging them to break the rules by having a beer right before getting in their cars.


Situation: Over the years Heineken has been telling people to never drink before driving. Brief: With the launch of its 0.0% alcohol beer in Singapore, we had to convince the drivers of one of the strictest cities in the world that now they can drink before getting in their cars. Objectives: Make Singaporean Drivers taste Heineken 0.0 for the first time.

Describe the creative idea (30% of vote)

A beer fridge that can only be unlocked by car keys.

Describe the strategy (20% of vote)

Target audience: 25+ year-old drivers Approach: Only car drivers, can unlock the fridge and enjoy our new Heineken 0.0 Call to action: With the new Heineken 0.0 now you can drink and drive.

Describe the execution (20% of vote)

We surprised drivers right before getting in their cars, by placing the fridge in parking lots, car dealerships, Public parks, Business Centers, and Shopping malls. For two weeks, we invited them for a beer at a moment they never would’ve expected. Equipped with the same technology as the modern car doors, the fridge’s motherboard detects the frequency sent by the keys and automatically unlocks to let people try the New Heineken 0,0. Besides this, the fridge also included a few other features like a rear-view mirror and the famous alarm sound when the door is unlocked.

List the results (30% of vote)

S$621.000 in PR value 100.000+ trials in 2 weeks. 91% Awareness Achieved

Please tell us how the work was designed / adapted for a single country / region / market

The work was designed for a single country/market (Singapore).