We introduced the Heineken blank canvas. A return to the very roots of uncompromised creativity, we felt white could be an extraordinarily powerful statement coming from a brand that owns its own unique shade of green. We wanted to immediately convey that Heineken is always actively searching for (re)freshing original ideas, new opportunities and unorthodox collaborations. White as a way to trigger global creatives to think along with Heineken. We integrated Heineken green into the concept, and introduced a sketch identity that communicated ‘work in progress’. A raw house style as invitation to global creatives that Heineken is open to raw ideas. Visual space was allocated for specific event names and locations.

To work across all countries and all creative platforms, the Creative Platform VI needed to be both tremendously flexible and scalability. In other words, it needed to work on a poster and a beer can, a PowerPoint slide and a billboard. The sketchy style proved to be easily implementable across all categories, including creative merchandise.

This Heineken Creative Platform VI is used globally at key creative events, conference, award ceremonies and product launches. It is an instantaneously recognizable identity for all its community-driven initiatives. The Creative Platform VI communicates that Heineken understands the origins of creativity and underlines Heineken’s progressive DNA. Most of all, however, how even a global brand like Heineken can be simultaneously iconic and flexible.