Cannes Lions

IGNITE

DDB & TRIBAL AMSTERDAM, Amstelveen / HEINEKEN / 2013

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

The multi-agency team took the product from concept to launch in 10 weeks. We used rapid prototyping, 3D printing, Arduino and custom software development to move through a number of quick iteration cycles to a final prototype which was launched during Milan Design Week.

The final prototype included 8 LEDs, an accelerometer and gyroscope. These produced different lighting effects that enhanced the product and the social experience. Additionally, the board had a microprocessor and a wireless transmitter which allowed us to take control of the bottles as a network and sync them to the beat and to the lighting and screens at the venue.

The product and brand experience are the ‘campaign’. 250 bottles were deployed and continuously recycled during a club event in Milan. The experience was backed with a Tumblr blog of the production story and a film was edited in real-time and distributed to journalists.

Outcome

Heineken Ignite is a prototype and not a stunt, the film of the launch (shot and edited the same night) was not promoted to the public. The Tumblr blog with the production story for selected press was password protected, but received 3.500+ visitors and the videos on YouTube a collective count of 200,000 within a few days. The story went global and Heineken Ignite was featured on 300+ blogs including mainstream titles like CNBC, Engadget and Huffington post. Heineken are now looking to roll out in nightclubs in 7 of their top 25 markets before the end of this year.

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