Heineken
Passport
Project Category
Shopper / Digital / Design
Agency
Raydar (Clemenger BBDO)
Client
DB Breweries NZ
Heineken: Re-open Your World
As New Zealanders prepared for their first summer post-COVID, Heineken invited consumers to step back into the world with the campaign ‘Re-open Your World.’ A passport—universally recognised as a symbol of freedom, opportunity, and adventure—became the centrepiece of this activation, aligning perfectly with Heineken’s message of exploration and connection.
The campaign launched with a suite of dynamic touchpoints, including on-pack packaging, print POS, digital activations, and a custom-built microsite. At its heart was a simple yet engaging user journey that invited consumers to create their own unique passport and collect stamps for the chance to win a grand prize.
Bringing the passport concept to life
The user experience was designed to feel as immersive and interactive as possible, simulating the excitement of travel without the stress of airport security. From entering a unique product code to completing the final stamp collection, the microsite recreated the boarding process with playful and multidimensional UI elements. Each page flip felt tactile, making the journey engaging, rewarding, and most importantly, fun.
The campaign not only incentivised consumers to interact repeatedly throughout the promotional period but also encouraged them to buy more product for additional entries. By turning a straightforward competition into an immersive experience, we bridged Heineken’s world of adventure with a sense of personal connection for each participant.
POS Activations: Bringing Heineken’s World to the Shelf
To stand out in a crowded retail environment, the POS activations leveraged a visually arresting design language inspired by travel maps. The key visuals tied together the sense of global exploration and adventure, positioning Heineken as a gateway to unique experiences. When placed in-situ with the broader campaign assets, the POS elements became eye-catching, disruptive, and memorable.
Through creative strategy and attention to detail, ‘Re-open Your World’ reintroduced Heineken to consumers as a brand synonymous with exploration, freedom, and possibility. By merging simplicity with interactivity, the campaign created an experience that resonated with New Zealanders, delivering excitement and anticipation for a summer of discovery.