Spikes Asia

Heineken Beer Shots

LEO BURNETT, Kuala Lumpur / HEINEKEN / 2024

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Overview

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Overview

Background

Introducing Heineken® Beer Shots – the world’s first beer-infused 35mm film. In partnership with Malaysian film lab, Darkroom8, we introduced a 35mm film that’s infused with Heineken®, double-exposed with Heineken® - creating over 15 thousand unique beer filters! A one-of-a-kind film that gave Malaysians the novelty of nostalgia with a Heineken® twist.

Idea

Good times are about celebrating the moment as they come. And while Gen Z knew how to have a good time - they weren’t having them over a Heineken®. So to recapture dwindling interest in the brand, we needed to integrate into a subculture that was capturing the attention of Gen Z. In a world of instant perfection, film photography was making a comeback - in a big way. Its unfiltered authenticity and ditching of megapixels were the perfect way in - to capture the good times by capturing it with Heineken®, literally

Strategy

Heineken® is inclusive and open-minded about every way in which Gen Z enjoy good times with the brand. And while Gen Z in Malaysia knew how to have a good time - they weren’t having them over a Heineken®. So to recapture dwindling interest in the brand, we needed to become more relatable to them.

So we celebrated how consumers enjoy good times with Heineken® in Malaysia by integrating Heineken’s open-minded perspective into a Malaysian subculture through a local collaboration.

Execution

In partnership with Malaysian film lab, Darkroom8, we introduced a 35mm film that’s infused with Heineken®, double-exposed with Heineken®, creating over 15,000 unique beer filters – no two are alike.

Here’s how it’s made:

Step 1: Capture how Heineken® beer looks like in a film studio.

Step 2: Using the double exposure photography technique, capture each beer image on a 35mm film—creating a beer filter.

36 shots x 432 rolls = 15,552 unique filters

Step 3: Once all images have been imprinted with the beer filter, rewind the film.

Step 4: Heineken® Beer Shots, ready. Let the good times roll.

We got key influencers to shoot with the film, and everyone else got hyped up. And for those who couldn’t get their hands on the film? We took it online with the Good Times Cam Digital Filter, giving everyone a shot at capturing their good times nationwide, the Heineken way.

Outcome

We raked in a total of 69.3 million impressions and all 432 films sold out within with weeks—even winding up on the shores of Singapore, Australia, New Zealand, and Germany. And users across the nation captured refreshingly good times, one way or another.

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