In 2010, Heineken became the main sponsor of Flow Festival in Helsinki. Flow is a get together of 50,000 hipsters that are allergic to sponsorship and branding. We created Tastebuddies. The idea was: lock two designers from different backgrounds in a container. Give them a brief and 30 minutes to invent a product. The container was placed next to the main stage. We built a bar in front of it, so people could see the designers inside the container. A broadcast unit shot footage for the event and online documentaries. The documentaries were posted on a blog and on YouTube.

We reached over 250,000 people. Heineken sales grew more than targeted. The Finnish hipsters seemed to have a great time at the Tastebuddies bar and engaged with the brand, and we made it to the official festival program.